A viral Momentum video on the McDonald’s workers’ strike has been viewed by around a quarter of the burger chain’s UK employees, according to Facebook data.
The Labour grassroots campaign group, whose online campaigning drew huge audiences for pro-Labour videos and memes during the general election, said the video had been made on a budget of less than £30.
Facebook’s advertiser analytics, which use the workplace listed by people on their profiles, showed the video had been viewed by 25,480 McDonald’s workers on Facebook so far.
The social media network says it has 98,000 UK profiles where McDonald’s is listed on the profile, though some may be duplicate or parody accounts. McDonald’s official figure for their UK workforce is 97,000 across 1,200 outlets.
The video features two McDonald’s workers talking about difficulties managing zero-hours contracts, rotating day and night shifts and irregular breaks, shortly after workers at the restaurant staged their first UK strike.
You can recognise these McDonald's workers by the burns on their arms#mcstrike pic.twitter.com/oiidBvS4VW
— Momentum (@PeoplesMomentum) September 5, 2017
One of the employees said of his zero-hours contract: “I have no choice but to do exactly as I’m told and never question it, otherwise I might lose the hours and then I’d be out on the streets.”
The clip has so far been watched by more than 2 million people, appearing on the Facebook timelines and Twitter feeds of more than 5 million people, Momentum says.
Analysis of the Facebook shares found half the video’s viewers were under 24. Many commenters described their own experience working in the restaurant, though several said they had not encountered the same problems.
Emma Rees, Momentum’s national coordinator, said: “The incredible reach of the video among McDonald’s workers and the stories they have shared in the comments show how widespread unacceptable working conditions are at McDonald’s, but also how powerful social media can be when used to complement traditional workplace organising.”
About 40 staff from McDonald’s restaurants in Cambridge and Crayford, south-east London, walked out this week over the multibillion-dollar company’s use of zero-hours contracts and lack of union recognition. The strikers were addressed by the shadow chancellor, John McDonnell, at a rally in Westminster.
The Labour leader, Jeremy Corbyn, voiced support for the striking workers at prime ministers’ questions on Wednesday, asking Theresa May to “back the McDonald’s workers’ case for an end to zero-hours contracts and for decent pay”.
McDonald’s said those taking action represented 0.01% of its workforce, adding that the dispute was related to its internal grievance procedures.
