McDonald’s is launching a campaign to change the Oxford English Dictionary’s definition of a McJob.
The fast food chain says the current entry is “out of date” and “insulting” to workers.
A McJob is described in the dictionary as: “An unstimulating, low-paid job with few prospects, especially one created by the expansion of the service sector.”
McDonald’s plans to launch a petition calling for the term to be changed.
Its chief people officer in northern Europe, David Fairhurst, has written to a number of organisations seeking their support.
Referring to the dictionary definition of the McJob, his letter says: “We believe that it is out of date, out of touch with reality and, most importantly, it is insulting to those talented, committed, hard-working people who serve the public every day.”
The campaign follows the fast food chain’s publicity drive last year to tackle “negative misconceptions” about working for the company.
It launched posters in 1,200 restaurants playing up the positive aspects of working for McDonald’s.
The campaign used the phrase “Not bad for a McJob” to put a positive spin on the term.
Responding to McDonald’s new campaign, an Oxford University Press spokeswoman said the term McJob entered the dictionary in March 2001.
“We monitor changes in the language and reflect these in our definitions according to the evidence we find,” she said.