McDonald’s is commencing virtual focus groups as part of an ongoing civil rights audit. The fast food chain has retained the services of WilmerHale law firm to conduct the examination. Shareholders approved the proposal for a civil rights audit by SOC Investment Group last year, which highlighted the need for attention to franchisees. The objective of the audit is to evaluate whether McDonald’s policies adversely affect stakeholders, including franchisees, employees, suppliers, and customers.
Perception Strategies will collaborate with WilmerHale to conduct a Climate and Belonging Assessment to gain deeper insights into the experiences of franchise owners. The process is voluntary, with identities kept confidential. Franchisees have raised concerns regarding the group size and potential retaliation by the company. McDonald’s has a history of responsiveness to shareholders and eagerly awaits the audit’s findings. The audit coincides with previous changes in McDonald’s franchising structure and restaurant grading system and ongoing lawsuits alleging racial discrimination.