McDonald’s has responded to a nationwide boycott targeting its restaurants this week, on the roll back of diversity, equity and inclusion (DEI) initiatives.
Newsweek reported that the action, led by The People’s Union USA, criticises the company’s decision to scale back DEI initiatives. The group accuses McDonald’s of corporate greed and abandoning DEI commitments.
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McDonald’s was quoted by the news magazine as saying: “We welcome honest dialogue with the communities we serve, but we’re disappointed to see these misleading claims that distort our values and misrepresent our actions.
“Our focus remains on serving our customers and communities. We’re here and ready to serve.”
The People’s Union USA claims that McDonald’s engages in price gouging, tax avoidance, and lobbying against wage increases.
The organisation has previously targeted Walmart, Amazon, and Target with similar boycotts.
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By GlobalDataJohn Schwarz, the group’s founder, listed additional grievances against McDonald’s. These include suppressing workers’ rights, union efforts, and offering “performative DEI” without meaningful change.
The group vows to continue its campaign until McDonald’s implements significant policy reforms.
Earlier in 2025, McDonald’s announced that it would retire its aspirational representation goals.
The company also adjusted its DEI pledge for suppliers, prioritising business performance discussions. This policy shift has sparked widespread criticism from activists and former franchisees.
A group of Black former franchisee owners, currently suing McDonald’s for alleged discriminatory practices, has joined the boycott.
They demand the company renew its commitment to the Black community. They also seek fair treatment for Black owners and operators.
The People’s Union USA founder John Schwarz was quoted by the news magazine as saying: “If serving millions and generating billions truly told the whole story, we wouldn’t be having this conversation.”
“The truth is, McDonald’s built a global empire off low wage labour, clever accounting, and aggressive lobbying. They report record profits, nearly $9bn this year, while many of their workers still can’t afford basic healthcare or rent.
“That’s not opportunity. That’s exploitation dressed up as service. This boycott isn’t about fast food. It’s about accountability. The People’s Union USA stands for the growing number of Americans done tolerating corporate greed, inequality, and empty promises.”
