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CHICAGO (AdAge.com) -- McDonald’s is recruiting Russell Simmons, P. Diddy and Tommy Hilfiger to perform a miracle makeover: Turn its employees' mundane uniforms into hip street wear.
As it attempts to change its image from a fat purveyor to phat icon, the
P. Diddy is one of those being considered by McDonald's for a redesign program that aims to turn employee uniforms into hip street wear.
World’s largest youth employer is turning to these style-setters for what could be an $80 million makeover for its army of workers. The idea is to turn employees into walking brand billboards as they circulate among their peers.
Making the uniform 'relevant'
With roughly 30,000 McDonald’s employees that fall within young-adult age bracket, “it’s very important to take [uniforms] from what they have to wear to what they want to wear,” Mr. Stoute said. “It’s a very important aspect of employee pride. McDonald’s has evolved and become a lifestyle brand ... since it now is relevant to our lifestyle, let’s go one step further and make its employees relevant to our lifestyle as well.”
If the idea doesn’t get lost in translation, McDonald’s would end up rotating through a series of contemporary versions of the original Ray Kroc designs that would be changed in rotations. “You’re taking the original inspiration of McDonald’s and having very famous contemporary designers do a twist on it,” said Mr. Stoute. The ultimate test is whether employees would wear the outfits outside of work as a fashion statement. It typically costs $4,000 to $6,000 to outfit a restaurant with uniforms. Restaurants choose from among corporate-approved styles.
Among the top designers the chain is eyeing: Mr. Simmons’ Phat Farm; P. Diddy’s Sean John; American Apparel; American Eagle Outfitters; Abercrombie & Fitch; Fubu; Rocawear; Tommy Hilfiger and others.