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McDonald’s USA Launches Largest African American-Focused Campaign in 16 Years

Today, McDonald’s USA announced the launch of Black & Positively Golden, a new campaign movement designed to uplift communities and inspire excellence. It highlights all things positive and focuses on stories of truth, power and pride, while celebrating Black excellence through education, empowerment and entrepreneurship.  

Being an active member in the communities McDonald’s serves has been fundamental to the business since its inception. Black & Positively Golden is a natural extension of the brand’s long-term commitment to the African-American consumer, and part of its larger efforts to reconnect with customers and build a better McDonald’s.

“At McDonald’s, we strive to connect with our customers by showing up in ways that matter to them,” said Lizette Williams, Head of Cultural Engagement & Experiences, McDonald’s USA. “Prior to launching the Black & Positively Golden campaign, we spent time with our African-American customer base and heard from them on what’s most important. We are leveraging this platform to shine a brilliant, powerful light on Black culture and excellence in a way that matters most to our consumers. This is the largest African-American campaign we have launched in 16 years and it continues to demonstrate our longstanding commitment to this community.”

The new campaign is brought to life in partnership with McDonald’s Black Owner/Operators nationwide. These entrepreneurs bring positive economic opportunities to the neighborhoods they serve in numerous ways, including hiring directly from the community, providing scholarships and engaging in other philanthropic activities.

“McDonald’s has long supported African-American communities. We maintain a commitment to our neighbors through various parts of our business – including scholarship partnerships with Historically Black Colleges and Universities, generational wealth-building with franchisee training and partnering with minority suppliers,” said Nicole Enearu, a second-generation Owner/Operator and member of McDonald’s U.S. Marketing African-American Consumer Market Leadership Committee. “Through our new Black & Positively Golden campaign, we aim to further connect with and inspire the African-American customer.”

Continuing the growing momentum of the brand’s economic impact and commitment to diversity, Enearu is one of 300 African-American McDonald’s franchisees representing more than 1,500 restaurants.

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