Through the Salamuch Crew program, McDonald’s Philippines expressed gratitude to its dedicated crew members operating in all of its McDonald’s restaurants countrywide for their dedication to bringing out the best in people.
Launched in November 2023, “Salamuch, Crew!” aims to create a culture of kindness among McDonald’s patrons, employees, and managers by deepening the meaning of the phrase “thank you” and providing avenues for expressing gratitude and appreciation.
“We’re very excited to celebrate our first ever National Salamuch, Crew! Day simultaneously in our stores all over the Philippines. Salamuch Crew! is McDonald’s way of saying thank you together with our customers, to our close to 60,000 crew who serve our customers every day and allow us to continue growing in the country. It is very heartwarming to read the notes and stories from our customers about how our crew made their McDonald’s experience great, and how these stories foster a deeper sense of appreciation and recognition among our crew,” said Adi Hernandez, Assistant Vice President for Corporate Relations and Impact, McDonald’s Philippines.
The project began with the launch of the “Salamuch!” virtual wall, an innovative platform that allowed customers to express their gratitude through personalized messages to crew members. This included ten gigantic, IG-worthy walls in select stores such as Katipunan, UN Del Pilar, and Commonwealth. Additionally, physical drop boxes for handwritten notes were made available in selected stores, with the most heartfelt messages displayed on picturesque, social media-ready walls. Across the platforms, the call to express their “thank you” to the crews drew in thousands of messages.
“By leading with gratitude, McDonald’s Philippines is not only elevating the workplace experience of our crew and managers, but we also aim to inspire more in the service industry to do the same– make every individual feel valued, empowered, and fulfilled in their work,” added Hernandez. The culminating event took place last April 17 at the Quezon Avenue-Ligaya store, which was broadcast live via Zoom to over 380 McDonald’s locations nationwide, including the latest addition in Tacloban, Leyte. The Quezon Avenue-Ligaya and Tacloban celebrations gathered almost a hundred participants, including media and other invited guests.
The day was filled with fun activities, including games, bonding exercises, raffles, and their favorite McDonald’s meals, all meticulously organized for the company’s crew members. A special segment of the event involved reading aloud the best customer letters from the “Salamuch!” drop boxes, further fostering a sense of community and appreciation.
Salamuch Crew Certificates were given to employees in recognition of their exceptional contributions, highlighting the importance of positive recognition in the workplace.
Highlighting the event was a surprise video appearance by showbiz personality and social media influencer Nikko Natividad, who shared inspiring words about how his experience as a food service crew played a role in his journey to success in the entertainment industry.
“Every crew member is a truly valuable member of McDonald’s Philippines. We work towards ensuring that our workplace culture is welcoming and inclusive, allowing for our people to do their work well and grow,” said Ben Marasigan, Vice President for Human Capital Group, McDonald’s Philippines, who was present at the McDonald’s branch in Quezon City where the media was invited to witness the celebration. This is based on progressive people practices like direct hiring, flexible scheduling, benefits available only at McDonald’s, and a training and development program that fosters growth. Our Chairman and master franchise holder for McDonald’s Philippines, Dr. George Yang, is a strong supporter of this philosophy. Yang has always held the view that investing in people and the things that help them feel and be their best is necessary for success and growth.
“Salamuch, Crew! Day” served as a potent reminder of compassion and thankfulness rather than just being a campaign or an occasion. By doing this, McDonald’s Philippines intends to inspire more Filipinos to genuinely say “thank you” or “Salamuch” to those who serve us on a daily basis in the service industry and beyond, in addition to celebrating the accomplishments of its workforce.
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