The McDonald's campaign is called the "McDonald's Brand Advocate (MBA) program." Its purpose, one assumes, is to get Mcdonald's employees and owner/operators to also push the quality message.
The manager of U.S. Communications at McDonald's "says the program will help its employees more effectively communicate specific messages about the McDonald’s story in their day-to-day work and personal lives."
Basically, the watchword is quality.
Heather Oldani, director US communications at McDonald’s, told PR Week that "the quality message is being taken so seriously" that McDonald's has formed a cross-functional team to address it -- people from all of the functional areas of the company are involved.
I say to you, McDonald's is dreaming if they think its employees are going to bring their work home and talk about McDonald's quality in their personal lives. Maybe they can be incentivized to do so at work. But even so, where in the customer service experience is there a place for a worker to go on and on about McDonald's quality? Their role is to say "May I take your order please?" and "Do you want fries with that?"McDonald's is living in a brand fantasyland.
See also: branded training for front-line managers.