MDUK

In the fast-paced environment of McDonald's restaurants, there's little time to engage the 16-24-year-old crew members in business strategy, let alone pass on vital product and service messages. So a magazine was needed to build pride, inform and empower employees and enable them to do their jobs well.

MDUK is a fun and lively magazine, that captures the attention and imagination of these young employees, while delivering important messages about campaigns, menu items, career progression and training. However, MDUK is never 'corporate' or 'top-down'. Crew are involved in every pages and every article, sharing their opinions and asking questions, so that the magazine has true sense of being crew-owned and crew-oriented.

MDUK has bright, contemporary designs and clear, jargon-free language to reflect the pop culture magazines crew read outside of work, yet it works in conjunction with wider crew information and training programmes, and associated communication channels, to deliver key and consistent messaging.

And what do crew think of MDUK? They love it. Reader surveys show that 90% of crew find the magazine informative, while 80% believe the information featured is covered in a way that helps them to understand their roles.