John Gregerson

McDonald’s Marketing to Hispanic High Schoolers

Why the Golden Arches is becoming well schooled in Hispanic college initiatives.

McDonald's Corp. long has been lauded for promoting diversity among its ranks, having established entire networks to help advance the careers of its Asian, African American, and Hispanic employees.

Less well known is that the Oak Brook, Illinois–based chain has been quietly awarding millions of dollars in minority scholarships for years, or that it has begun sponsoring workshops that encourage Hispanic high-schoolers to pursue college educations.