McDonald’s to Use Snapchat for Summer Jobs

A McDonald's sign.

Photo credit: Mike Mozart at Flickr Creative Commons.

Many teens turn to the fast food industry when it’s time for their first summer job, and McDonald’s has found a way to reach this new crop of potential employees.

This week McDonald’s will be releasing a series of 10-second ads on Snapchat, aimed at teens who are looking for summer work. These ads will feature current employees talking about why they love their jobs, with the hope of enticing viewers to become its new batch of hirees. Jez Langhorn, a McDonald’s human resources executive, believes this is the best way to reach their target audience.

“As we see the younger generations seeking out their first jobs, we want to make them aware of the great opportunities available at McDonald’s,” Langhorn said in a statement.

McDonald’s plans on hiring 250,000 seasonal employees for jobs starting this month and ending in August–just in time for the new school year.

Clever advertising and intelligent marketing are just two of the reasons McDonald’s is one of the most ubiquitous companies in the world. It’s no surprise that McDonald’s is using the most popular social media platform with teens to engage them, especially one that comes with a catchy name: Snaplications.

“We thought Snaplications was a great way to allow us to meet job seekers where they are—their phones,” said Langhorn.

While some may say kids would have McDonald’s in their mind anyway, it’s still a very smart way of interacting with today’s teens and young adults. It’s also not entirely new.

McDonald’s began using Snapchat in Australia earlier this year (with positive results), and in keeping up with the online/social stratosphere, it’s looking to engage jobseekers on both Hulu and Spotify.

Job seekers are encouraged to find out more by going to McDonald’s website (via the Snaplication, of course) or any local restaurant.

McDonald’s Tests All-Day Breakfast Menu

McDonald’s is testing an all-day breakfast menu in the San Diego area. For many people, this may seem like something that doesn’t need to be tested: breakfast items (and fries) are generally speaking the most popular items at the restaurant chain. But overhauling the menu at 14,000 stores is difficult, so the company needs to make sure it works.

Breakfast items, normally only served until 10:30 am, account for 25% of McDonald’s sales. There could be any number of reasons for this, but one likely cause is that their breakfast foods are seen as “fresher” than their other offerings. These items, like the Egg McMuffin, tend to approach the Platonic ideal represented in McDonald’s advertising and signage than the average Big Mac. The recent revelation that they actually break open eggs and cook them right there probably helps.

There are chains, like Jack In The Box, that offer breakfast all day, so why hasn’t McDonald’s? the main problem is that there isn’t enough griddle space. Kitchen space is at a premium in the fast food chain, and offering breakfast items all day will likely require some redesign of that space in order to keep up with demand without slowing service to a halt.

Taco Bell’s recent unveiling of breakfast across the country has met with significant success, although they only offer those items in the morning. They’re a challenge to McDonald’s breakfast dominance, because unlike Jack In The Box, Taco Bell is everywhere. If McDonald’s can figure out how to make breakfast available all day, they might be able to reassert that dominance.

It might also help sales, too. Sales are down, the company’s promotional efforts have been falling flat, and they’ve been involved in some ugly disputes over labor around the country. Basically, McDonald’s isn’t getting the best press. They’re not struggling per se, but no business wants to lose business. Their breakfast sales are good despite all these problems, so don’t be surprised if, sometime down the road, you can get an Egg McMuffin for dinner.

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