McDonald’s staff revolt over new woke beanie and bucket hat uniforms as experts brand the fast food firm’s ‘public empowerment’ claims as virtue-signalling ‘twaddle’

McDonald’s staff have threatened to revolt over new uniforms featuring beanie and bucket hats – as expects branded as virtue-signalling ‘twaddle’ the fast food firm’s claims of ‘public empowerment’.

There has been an online backlash dubbing the designs ‘too casual’ and ‘reminiscent of a 90s skater dude’, as well as threats people would ‘rather quit’ than wear them. 

The company has announced a uniform trial which will give workers the option to wear not only beanies and bucket hats, but also bandanas, jeans, chinos, denim skirts and joggers.

McDonald’s said employees could ‘create a personalised uniform that bests reflects their own identity’ – and called the designs ‘modern, inclusive and functional’.

A business expert has dismissed suggestions the uniforms are about ’empowerment’ – yet did call it a ‘smart move’ which could help McDonald’s retain and attract staff.

But there are some, however, threatening to walk away over the new designs – the first changes to McDonald’s uniforms since 2017 when all-grey uniforms came in.

During the trial, staff will be able to choose whatever clothes they feel comfortable in – varying from ‘classic’ to ‘tailored’ fits. 

Staff will be able to choose from newly-designed T-shirts, polo shirts, jeans, chinos and denim skirts, as well as accessories including bucket hats, bandanas, beanie hats and other new cap designs.

The new workwear will be trialled in selected restaurants over the coming weeks ahead of a full launch in all UK and Ireland McDonald’s restaurants next year.

It’s understood each item designed will be fully recyclable at the end of its life.

McDonald’s is also planning new versions of the firm’s religious headwear and maternity wear, to improve comfort and style and taking feedback from multi-faith groups within the company.

The firm says the new range was designed in response to employee feedback.

Yet reactions on X, formerly Twitter, have included ‘Gross’, ‘Oh, this is going to backfire big time’ and ‘I’m never eating at McDonald’s again’.

Another person posted: ‘Ew? Who knows where the clothes have been or when the last time they were washed. Just disgusting.’

And people saying they worked for McDonald’s were some of the most scathing.

In a social media group for the firm’s staff, one wrote: ‘I like the idea they’ve tried with adding colour, but the execution seems horrendous.

‘It’s reminiscent of a 90s skater dude aka trying too hard to be cool.

‘It just feels too casual overall – no one I’ve spoken to likes it and wants to wear it and I think that says it all.’

Other responses included, ‘It eliminates the whole part of it being uniform’ and ‘This doesn’t even look like a uniform. What’s wrong with our current one?’

Another employee complained: ‘I have said to so many of my co-workers that I’d rather quit than wear the new uniforms.

‘I don’t know what’s wrong with our current ones.’

Yet there have been others defending or else praising the new designs and looking forward to putting them on. 

One X user said: ‘Personally I think they could be good if you’re able to choose what you wear (which they say you can do) and honestly I don’t see it as bad as other people do.

‘You can choose any piece you want in any combination plus you can wear joggers and skirts – I don’t see a problem compared to the depressing grey trousers and polo shirts we have now.’

Some analysts believe the outfits could end up appealing to more staff by rejecting ‘conformity’ often seen elsewhere – though queried some of the promotional talk surrounding the new uniforms’ launch. 

Paul MacKenzie-Cummins, founder of reputation management consultancy Clearly PR, told MailOnline: ‘I don’t believe this is about “people empowerment” or encouraging teams to “bring their authentic self” to work – that stuff is just twaddle.

‘Rather, my sense is that McDonalds has recognised that the more comfortable people feel in what they are wearing, and that their choice of clothes is a closer reflection of their individual personality, the happier and more confident they feel.

‘This could even have an impact of staff retention and attraction levels too.’

‘It will be interesting to see how this pans out over time. My guess is that other retailers will keep a close eye on what McDonalds is doing and we will likely see others follow suit.

There was also a cautious thumbs-up from fashion expert Amy Smith, of fashion accessories brand Vendula London, who said the outfits looked ‘more functional and comfortable than their previous uniform’.

She said: ‘In terms of fashion, workwear is something that should be practical to wear, as well as be durable and enable you to do your job safely. 

Wearing bright colours such as red and yellow can also help to boost mood, as well as being iconographic of the company’s logo.’

She added that the beanies and bucket hats were ‘very much a part of most streetwear trend, while also still letting employees dress more formally if this is what they prefer’.

Previous McDonald’s uniforms have appeared more straitlaced, with the firm’s founders wanting to project a trustworthy and pristinely clean image in the 1950s – kitting workers out in identikit all-white shirts, aprons and paper hats.

After businessman Ray Kroc took over from founding brothers Dick and Mac McDonald, thin bolo ties were added in 1955 before colour arrived with two-tone blue uniforms in 1973.

Red and white stripes, with yellow features, came to dominate in the 1970s and 1980s before a switch back to blue.

In the UK, fashion designer Bruce Oldfield was hired in 2008 for a new look – having previously dressed the likes of Diana, Princess of Wales and Sienna Miller. 

He said at the time of his neutral-toned designs: ‘One doesn’t necessarily think of McDonald’s and chic in the same sentence, but my aim was to design a uniform that was exactly that.’ 

Four years later another renowned designer, Wayne Hemingway, overhauled the uniforms to coincide with London hosting the 2012 Olympics.

McDonald’s providing a pop-up restaurant at the Olympic Park which was its largest in Europe and was a favourite hang-out for sprinter Usain Bolt when not on the track.

He would have been served by staff in white shirts and grey pencil skirts and or Fred Perry-style button-up shirts in mustard yellow or ‘gherkin’ green.

When unveiling the latest designs this week, the company’s chief people officer James Thorne said: ‘Our people are at the heart of everything we do, so I’m really excited to get their feedback on what we think is a fantastic range.

‘The collection will give team members the opportunity to really create a look that reflects who they are – while still absolutely looking and feeling like part of the team.

‘Combined with the fact that the collection has been designed with the circular economy in mind and is made from recycled or sustainable materials – it’s a collection that we know our people will feel proud to wear.’

It follows other big corporations changing their uniforms to be more inclusive.

In 2022, Virgin Atlantic announced that crew, pilots and ground staff could wear whichever uniform they feel most comfortable in ‘no matter their gender’.

Meanwhile, last year British Airways relaxed the rules around its strict uniform policy and also went gender-neutral.