Case Study - Zulfikar Somji
People were happy to give their money to McDonald's to forward to this appeal, which I think demonstrates a great deal of trust in the Company. Getting involved with the community.
Zulfikar Somji believes working with the community and building local contacts makes a winning difference to McDonald's image. McDonald's 'Just Bin It' litter-busting campaign had been a part of his community activity calendar for four years before he won the national 'Just Bin It' title. He won the prize for the many links he forged with local councillors, editors and community partnerships.
But what stands out for Zulfikar are the links with the local schools, and the sense of pride his management and staff get from what they have achieved within the local community. He and his managers get involved with education at many levels, talking to business students about franchising and self-employment, and helping with interview techniques. They also volunteer as reading partners for local children with reading difficulties. Their award from the local borough for their commitment to Work Related Learning takes pride of place in the restaurant.
In a community with many friends and family affected by the Asian tsunami, Zulfikar's Forest Gate restaurant in east London quickly became a focal point for fundraising efforts. Says Zulfikar: "People were happy to give their money to McDonald's to forward to this appeal, which I think demonstrates a great deal of trust in the Company."