McDonald's has been rooted in Dutch society for 40 years. The pursuit of quality in all aspects of their business operations is central. McDonald's translated this into the Good Food Fast vision. McDonald's wants to offer every guest the best quality and a varied choice at any time.
McDonald's Nederland is part of McDonald's Corporation, the world's largest restaurant chain with more than 34,000 restaurants in 119 countries. More than 70% of McDonald's restaurants worldwide are owned by local independent entrepreneurs (Franchisees).
Beekman Staffstyling designed an exclusive clothing line in 2011, for the employees of McDonald's. Completely in line with the philosophy of Dyanne Beekman, the McDonald's employee can fill in his own style within the general crew clothing 'look'. That is why 'individuality within team spirit' is central to the new clothing style. McDonald's thinks it's important that the clothes are comfortable and that employees can wear the clothes with pride. This is one of the reasons why a wear test is carried out among all employees with all clothing. In the clothing line, the employee can 'style' himself through small changes in such a way that the clothing matches his or her personality.
Dyanne Beekman: "We see corporate clothing as something that the employee can proudly exude and strengthen his personality, without losing sight of the functions of corporate clothing, such as radiating unity and connection within a company. By offering variations in clothing, a comfortable fit and a design that offers as much tailoring as possible, we give every employee of McDonald's the opportunity to be unique within the team and to strengthen his or her personal identity.
UNIQUE SELLING POINTS
Focus on fit: In addition to displaying the corporate identity, fit and functionality are also very important for the individual. The clothing should have a good fit and be comfortable, allowing the person to move freely and feel good. Because we design our own clothing collection for both regular and larger sizes, we have expertise in grading patterns from size 34 up to size 58, or in other words from XS to XXXXXL. The art lies in maintaining the same corporate appeal for every size.
‘User generated’ content:This is always done together with the employee. It creates a support base, which in turn adds to the employees’ motivation. To achieve this, we speak personally with the staff, hold fitting sessions and use real-life colleagues in the style guide photo shoot. Also, the clothing should always meet the demands of the specific profession, as well as the work involved. Therefore, trends and innovations relating to the current products and services of the profession are always taken into consideration when designing and developing the clothing.
Small change, great effect:The clothing is designed based on the idea that by making only small adjustments, the clothing remains innovative and up to date, without it having to affect prices in the long term.
Washability:When designing the clothes, we always consider the washability of the item. Outsourcing the cleaning of company clothing can be a costly exercise, which is why we have chosen a fabric quality that can be washed at home by the employees.
Durability in design:In addition to the quality and durability of the product itself, we also make sure the clothing is designed in such a way that it can maintain its appeal in the current fashion scene. Through a small change in the design continuously remains a connection with the current fashion. When designing the clothes, our designers take the mainstream fashion trends and translate them into what we call ‘corporate casual’ wear. Yet the clothes aren’t susceptible to changing trends, allowing the designs to stay current for several years. Not only are the colours and the use of fabric tailored to the fashion trends, but the cut also follows the current style.
Register here for the McDonald's collection
McDonald’s Franchiser and interested? Register yourself and discover the McDonald’s collection!