New McDonald’s(R) Marketing Campaign Features Southwest Region VP Ofelia Melendrez

New McDonald’s(R) Marketing Campaign Features Southwest Region VP Ofelia Melendrez

Spanish-Language TV campaign celebrates real life success stories


Oak Brook, IL–(HISPANIC PR WIRE)–May 21, 2007–Today, McDonald’s introduces a new national advertising campaign featuring Ofelia Melendrez, Vice President of the Greater Southwest Region who began her McDonald’s career as an intern, which spotlights real life employees and celebrates career opportunities at McDonald’s.

A central part of the campaign is a commercial airing on national Spanish-language television networks that profiles the career path of Melendrez, Vice President of McDonald’s Greater Southwest Region’s operations team, focusing on Quality, Service, and Cleanliness(R) (QSC(R)) to improve overall customer satisfaction. The spot was produced by dRM, McDonald’s Hispanic advertising agency based in Coral Gables, Florida.

Melendrez began her career in 1992 when McDonald’s Los Angeles region recruited the California State University Fullerton graduate through the McDonald’s Internship program. Through the years, Melendrez has served in a number of positions including International Field Service Manager in Latin America. Most recently, she served as Southwest Region director of operations, where she drove sales growth by leading an initiative to extend McDonald’s hours of operation.

“I had the misconception, at the time, that McDonald’s only provided short-term job opportunities,” said Melendrez. Upon closer inspection, I discovered that McDonald’s is a place of tremendous growth and career development. I have been able to work in Latin America as well as in McDonald’s home office. And no matter where I have been I have always been proud to be a part of McDonald’s commitment to positively impacting the communities in which we do business.”

People find fulfilling and rewarding careers at McDonald’s. Thirty percent of franchise owners, 50 percent of corporate staff, and 70 percent of restaurant managers started as crew. Forty percent of McDonald’s top management team got their start in McDonald’s restaurants, including McDonald’s Corp. CEO Jim Skinner.

“This campaign underscores the intense pride that we feel for our employees at all levels throughout the organization,” says Bill Lamar, Chief Marketing Officer, McDonald’s USA. “Ofelia’s story is just one example of many. We are proud of the opportunity that we offer at McDonald’s and of those employees that strive for excellence everyday they’re on the job.”

As part of the campaign, new general market advertising will feature Karen King, East Division President McDonald’s USA. King started her career at McDonald’s more than 30 years ago as a crew person in Lawrenceville, Georgia. Without a doubt, the leadership lessons she learned behind the counter, as well as great training, are the foundation to her success. Today, Karen manages a $10 billion business and oversees more than 5,000 restaurants, approximately 36 percent of the U.S. System, from Maine to Florida.

The 2007 McDonald’s Employment Opportunity campaign also includes a new career web site and banner ads, which profiles a selection of managers and crew who are currently pursuing career opportunities at McDonald’s. Employees currently featured include:

— Francisco Quintana: Chicago, Ill., Restaurant Manager of the 50th

Anniversary McDonald’s restaurant in downtown Chicago. Francisco started

as Crew in 1990 and now manages a premier restaurant of 235 employees, the largest restaurant in his area.

— Jason Monfort: Celina, Ohio, Award-winning Restaurant Manager. Coming from a family of McDonald’s employees, Jason started working at McDonald’s in high school and returned after receiving his business degree.

— Denita Hill: Chicago, Ill., Assistant Restaurant Manager. Denita started as a crew member when she was 16-years old and could feel her career taking shape from the start.

— Thitthita Throngpropai: Chicago, Ill., Restaurant Crew. Coming to the U.S. from Thailand only three years ago, Thitthita has been with McDonald’s for two of those years.

McDonald’s and its franchisees are among the nation’s largest employers of working parents, teenagers, seniors and individuals with special needs. McDonald’s trains more women and minorities than any other employer. In fact, women and minorities represent more than 50 percent of our current workforce.

About McDonald’s

McDonald’s USA, LLC is the leading foodservice provider in the United States serving a variety of wholesome foods made from quality ingredients to millions of customers every day. More than 80 percent of McDonald’s 13,700 U.S. restaurants are independently owned and operated by local franchisees. McDonald’s is an equal Opportunity Employer committed to a diverse workforce. For more information about opportunity at McDonald’s visit

(C) 2007 McDonald’s

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New McDonald’s(R) Marketing Campaign Features Southwest Region VP Ofelia Melendrez