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Title : The problem with mocking McDonald's "soul-crushing uniforms for our modern dystopia."
link : The problem with mocking McDonald's "soul-crushing uniforms for our modern dystopia."

The problem with mocking McDonald's "soul-crushing uniforms for our modern dystopia."

AV Club is snarking about the new gray-on-gray outfits:

The new looks will be distributed to all 14,000 of its U.S. locations beginning this month, their total elimination of distracting colors facilitating the orderly consumption of beef discs and potato sticks by an estimated factor of 40 percent, under the watchful eye of Commander McCheese.

Still, lest you think their monochromatic drabness somehow runs counter to the notion of that all-important individuality, McDonald’s points out that its uniforms also include a denim apron that “may be worn full or as a half apron to fit restaurant employees’ personal style.” Personally, I don’t know that I would trust some insouciant, half-apron rebel to hand me a Serenity Meal. But leaving that up to the manager’s discretion is what makes McDonald’s the industry leader in acknowledging that free will has not yet been totally eradicated.

And I'm seeing this at Gizmodo (with photos):

To me, [the new uniforms] invoke a very Logan’s Run future. But mandatory gray-on-gray with a dash of black is pretty much universally recognized as the standard uniform for bleakest of futures... Or, if you prefer, maybe it’s a bit more Hunger Games... Or if you want something even more recent, how about Hulu’s The Handmaid’s Tale?

Here's my problem. They are not thinking from the perspective of the the people who work at McDonald's. They're talking about how they feel as customers who are used to seeing McDonald's workers in garish colors that scream I work at McDonald's. I think it's obvious from the company's press release that they are trying to be more respectful to the employees, who feel conspicuous or embarrassed when traveling to and from work and who want to blend in with other people who work at other kinds of jobs. The respect — expressed through restrained gray-on-gray uniforms — is not soul-crushing except in the mind of the people who are not wearing those uniforms.

AV Club surrounds quotes from the press release with efforts at humor that in fact reveal its I don't work at McDonald's snobbery:

“Individuality is important to McDonald’s restaurant employees,” McDonald’s says in a press release, charitably recognizing that many of its workers are separate entities from their stations, some even boasting identities and interests that go well beyond operating deep fryers. As such, the company partnered with designer Waraire Boswell to create these fun, flirty, uniquely gray-on-gray uniforms that can provide an “easy transition from the restaurant to a social environment,” where they may engage with their fellow civilians in more casual discussions of deep-frying techniques.

It's AV Club that is failing to see the humanity of the employees. The phrase "easy transition from the restaurant to a social environment" implies that the company knew that the garish orange uniforms made it difficult for employees as they commuted to and from work, perhaps picking up and dropping off their children or doing errands or wanting to do things with friends before getting home and changing into street clothes. The new uniforms are more like ordinary clothes and they make it possible for restaurant workers to blend in with other people. That only translates to "soul-crushing" to people who feel sure they won't have to work in a fast-food restaurant.

The new gray-on-gray uniforms are actually sensitive to the well-being of McDonald's employees.

I have worn a bright-colored fast-food restaurant uniform and I agree.

I have never worn a bright-colored fast-food restaurant uniform but I agree.

I have worn a bright-colored fast-food restaurant uniform but I disagree.

I have never worn a bright-colored fast-food restaurant uniform and I disagree.

 

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