Fast Food Franchises Joining the Push to Boost COVID-19 Vaccination Rates

McDonald’s is partnering with the Biden administration for a campaign called “We Can Do This,” designed to provide Americans with reliable information about the COVID-19 vaccine in the hopes of increasing vaccination rates. This is the latest in a recent trend of fast food franchises encouraging vaccinations through deals, promotions and information sharing.

Later this month, McDonald’s will use its Time Square billboard space to feature vaccine information from trusted third parties like the Centers for Disease Control and World Health Organization. Then, starting in July, McDonald’s hot McCafé® cups and McDelivery® seal stickers will point customers to vaccines.gov, which has information on ways to protect against COVID-19 as well as vaccination appointment locations near them.

According to the We Can Do This website, the purpose of the campaign is to “promote COVID-19 vaccine confidence, encourage prevention and support our partners’ efforts to reach their communities.” All artwork and graphics for the campaign feature the slogan set against a map of the United States.

“We all want to protect ourselves and our loved ones and be together with our communities again,” said Genna Gent, McDonald’s USA vice president for global public policy and government relations, in the company’s press release. “McDonald’s is excited to be doing our part for the people we serve, providing them with simple information that can help keep them safe.”

McDonald’s has taken strides throughout the pandemic to protect employees and encourage them to get the vaccine. In February, the company announced it would be giving employees four hours of paid leave to get the vaccine and hosted a vaccination clinic earlier this month as Chicago headquarters. Prior to that, McDonald’s increased paid sick leave, added protective barriers in restaurants, distributed PPE and updated nearly 50 processes to adhere to COVID safety guidelines.

There is a growing trend in the fast food and quick service industry to use a brand’s wide reach to promote the COVID-19 vaccine. Krispy Kreme was one of the first to do so with a promotion giving away free glazed doughnuts if you showed a vaccine card. White Castle followed suit but with a free dessert-on-a-stick.

Given the thousands of customers McDonald’s serves every day, the vaccination campaign is bound to get some attention.