The Role of McDonald’s in Presidential Campaigns
In the realm of presidential politics, connecting with potential voters is crucial, which is why every four years, various venues such as churches, college campuses, and even barbershops become essential stops on the campaign trail. This year, however, candidates have expanded their outreach to include the fry stations of McDonald’s. On a recent Sunday, Donald Trump made a surprise visit to a McDonald’s in Bucks County, Pennsylvania, amusingly telling the store owner that he was “looking for a job,” adding that “I’ve always wanted to work at McDonald’s.”
The public perception of the typical McDonald’s employee intertwines with the elusive voter demographic that both political parties are vying to attract in the final days of the race. Both the Trump and Harris campaigns have tapped into the quintessential American dream, emphasizing themes of industry and unbridled capitalism to illustrate narratives of social mobility and their respective abilities to provide it to a broader audience. The story of who owns and operates McDonald’s plays an integral role in this narrative.
Since Vice President Kamala Harris referenced her own experience working at McDonald’s as a student in campaign ads and interviews, the Trump campaign has leveled accusations against her, claiming she is misrepresenting her connection to the fast-food giant. Even the Second Gentleman Doug Emhoff’s revelation that he was awarded Employee of the Month during his time at McDonald’s has not quelled these allegations, which suggest that Democrats lack a genuine understanding of the Golden Arches compared to Mr. Trump. During his visit to Bucks County, Mr. Trump reiterated his unfounded claims that Ms. Harris never actually worked at McDonald’s.
When Ms. Harris and Mr. Emhoff were employed at McDonald’s in the early 1980s, the minimum wage was capped at $3.35 per hour. This era solidified the stereotype that most of its employees were young individuals who worked part-time to supplement allowances or save for tuition. In contrast, the average age of a fast-food worker in 2021 was 26 years old. During the 1980s, Mr. Trump, a known aficionado of all things McDonald’s, was busy making headlines in news interviews as he ambitiously pursued real estate ventures in New York City. The contrast between a real estate mogul and a fast-food worker is stark.
When Ms. Harris speaks about her time at McDonald’s, working-class voters may view her as a future president who truly understands the struggles associated with low-wage, service sector employment. According to McDonald’s latest diversity snapshot, 20% of its restaurant staff identifies as Black and 35% as Hispanic, demographics that could play a pivotal role in securing victory for Ms. Harris. Conversely, when Mr. Trump shares his reportedly favorite order of two Filet-o-Fish sandwiches, two Big Macs, and a shake, his supporters might see a wealthy individual who remains relatable enough to appreciate fast food. However, many in Mr. Trump’s base might not see themselves as McDonald’s employees but rather as aspiring to achieve the wealth and success that he represents.
Reflecting on the early days of McDonald’s franchising in the 1950s, it’s evident that a variety of public policies fostered a flourishing economy, facilitating a franchising system that opened doors for middle-class individuals. Unfortunately, these opportunities were predominantly accessible to white men, who had greater access to capital for entering the franchise business compared to their Black counterparts. Furthermore, McDonald’s founder Ray Kroc strategically focused his early efforts on suburban areas, many of which were racially exclusionary, creating a captive consumer base for McDonald’s offerings.