Cross-border brands feel the heat from digitally organised labour. Grazia Ietto-Gillies explains
In 2014 the US National Labor Relations Board (NLRB) declared that in some 43 labour disputes filed since November 2012 and involving the McDonald’s brand, the franchisees and McDonald’s, USA, LLC could be named as joint employers and respondents.
At first the lines appear as a bit of boring legalese until you think further about the full implications. The vice-president of the USA National Restaurant Association certainly did consider the long-term effects on his associates when he remarked: