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Were Travis Scott and J Balvin’s McDonald’s meals a shady cover-up?
When McDonald’s partnered with recording artist Travis Scott and reggaeton star J Balvin on special meals, the fast-food chain aimed to regain lost appeal with younger African-American and multicultural consumers, according to a company marketing executive. But two historians, Chin Jou and Marcia Chatelain, who have written about McDonald’s relationship with race, suggest that something more devious may be going on.
Allegedly, McDonald’s is promoting black and Latino musicians at a time when the company is facing two lawsuits filed by black executives and franchise owners. In January of this year, two executives sued McDonald’s, alleging that Black people in higher positions faced a “hostile and abusive work environment” and a “ruthless purge” that significantly reduced the number of high-ranking Black executives. In September, 52 black former franchisees also filed a lawsuit alleging that they were given fewer economic opportunities than their white counterparts because they were relegated to low-performing, high-cost restaurants in poorer neighborhoods.
Jou stated, “McDonald’s should be in the doghouse right now when it comes to African Americans,” while Chatelain claimed that the Travis Scott collaboration was the company’s attempt to build positive PR among customers of color. Despite these legal challenges, the Travis Scott meal was credited with improving McDonald’s sales over the previous year, even in the face of lower sales earlier due to the COVID-19 pandemic.
McDonald’s denies connection
McDonald’s executives have vehemently denied any connection between the lawsuits and the celebrity meals. They released a statement to Vice saying, “Any suggestion that McDonald’s collaboration with Travis Scott was initiated in response to recent litigation is completely false. We partnered with Travis – and our newest celebrity partner, J Balvin – because of their love for the McDonald’s brand, their broad appeal and their loyal following among our younger customers and our crew.”
A few months ago, in the wake of George Floyd’s murder and subsequent nationwide protests for racial justice, McDonald’s publicly stated, “We do not tolerate inequality, injustice or racism. The chain also donated $1 million to the NAACP and the National Urban League. But at least two executives and 52 former franchisees dispute McDonald’s statement about fighting inequality. While the timing of the Travis Scott and J Balvin collaborations may raise suspicions, any claim that celebrity partnerships were used to drown out accusations of corporate-level racism remains speculative.
In conclusion, the Travis Scott and J Balvin McDonald’s meals have sparked controversy and speculation about the fast food giant’s intentions. While McDonald’s denies any connection between the lawsuits and the celebrity partnerships, critics argue that the collaborations may be an attempt to improve the company’s reputation among customers of color. As the lawsuits continue, the true motivations behind these partnerships remain a subject of debate and scrutiny.
FAQS
What were McDonald’s goals in partnering with Travis Scott and J Balvin?
Through these partnerships, McDonald’s sought to regain lost appeal with younger African-American and multicultural consumers.
What race-related lawsuits have been filed against McDonald’s?
Two lawsuits have been filed against McDonald’s. One involved allegations of a “hostile and abusive work environment” for blacks in higher positions, while the other alleged that black franchise owners were given fewer economic opportunities than their white counterparts.
What do historians suggest about McDonald’s intentions behind the celebrity partnerships?
Historians Chin Jou and Marcia Chatelain suggest that McDonald’s may be using the collaborations to build positive PR among customers of color in the midst of lawsuits and allegations of corporate-level racism.
Did the Travis Scott meal have a positive impact on McDonald’s sales?
Yes, despite lower sales earlier in the year due to the COVID-19 pandemic, the Travis Scott meal was credited with improving McDonald’s sales compared to the previous year.
Has McDonald’s denied any connection between the lawsuits and the celebrity meals?
Yes, McDonald’s executives have denied any connection between the lawsuits and the celebrity partnerships, stating that the collaborations are based on a love for the McDonald’s brand and the widespread appeal of Travis Scott and J Balvin.
What actions has McDonald’s taken in response to the racial justice protests?
McDonald’s publicly stated its stance against inequality, injustice and racism and made a $1 million donation to the NAACP and the National Urban League. However, some individuals involved in the lawsuits dispute the company’s commitment to fighting inequality.