Recently, Slate writer Nitish Pahwa unearthed a number of retro fast food employee training videos, represented by Pizza Hut, McDonald’s, Wendy’s, etc. That includes a 1992 McDonald’s video in which NBA legend Michael Jordan talks to teenagers about the importance of preparing a burger.
Jordan appears at the beginning of the video, in front of the kind of nondescript background you often see in high school yearbook photos. “I have something really new and special that I really want you to see,” he said. (It’s not clear what the difference is between the two new and Very new.)”This is a video about meeting customer needs at all costs.
“Now you might be wondering, what did Michael Jordan know about satisfying his customers?” Jordan asked rhetorically, before comparing basketball fans to patrons. “When you put on a McDonald’s uniform, your customers want more than just fast service and a smile. “They want to be treated like guests in your home. ”
Jordan, of course, is a long-time McDonald’s endorser. Even so: Why would Jordan do this, considering that training videos often feature unrecognizable actors? Over the course of his career, he has earned approximately $1.7 billion in endorsement deals from companies including Nike, Wheaties and Hanes. McDonald’s contributes a portion of this, so how much does it cost to take a few minutes to shoot a video introduction that no one but McDonald’s employees will see? (Until YouTube keeps it permanently.)
Jordan, who was born in Brooklyn but grew up in North Carolina, first encountered McDonald’s during his senior year in high school. In 1981, he was selected to participate in the McDonald’s All-American Game sponsored by the Golden Arches. In 1991, the chain introduced the McJordan Special, an improved version of the Quarter Pounder. In some parts of North Carolina, the price is reduced by 1 cent for every point Jordan scores in Friday night’s game. In 2022, the company sponsored 23XI Racing, the NASCAR team co-owned by Jordan.
For more curated fast-food training videos, including one themed around the McNuggets song and a “Grill Skills” music video from Wendy’s, head to Slate.
(HT slate)