McDonald’s lesson for the Church

In 2010 I received my first passport. Since then, I have been privileged enough to travel to numerous countries. While countries differ so widely from each other and each has its own different sounds, smells and norms, I always find a sense of familiarity, comfort and intrigue when I see those magical golden arches. 

McDonald’s, a company founded in the United States of America, has expanded to more than 36,000 locations in more than 100 countries around the world¹ since businessman Ray Kroc joined the team in 1954. While there is a sense of familiarity with McDonald’s, I am always intrigued by the differences in the menu offerings from Australia to the US, South Africa, Italy, Singapore, India and beyond. The arches remain the same, but the menu provides a diversity that has obviously taken into consideration the expectations of the society it serves.

you want fries with that?

In 2016, I watched The Founder starring Michael Keaton as Ray Kroc. The film tells the story of the beginnings of McDonald’s (albeit with a little bit of creative licence—it is Hollywood, after all). The systems and processes in the first McDonald’s stores in San Bernardino, California, enabled efficiency like Kroc had never seen before and managed to create something uniquely fresh and new in the American roadside drive-in diner experience. Kroc recognised there was something special and unique about these processes and set about partnering with the McDonald brothers to change the world.

Initially, as McDonald’s started to expand and offer franchise opportunities, Kroc was bullish in his approach, demanding homogeneity in the experience and flavour. If you were a McDonald’s restaurant, you would be expected to do things a certain way—and the burgers would always taste the same whether you were in San Bernardino, California or Seattle, Washington. The approach across the United States was consistent and precise. 

a strategic shift

However, as the expansion of McDonald’s continued and restaurants started opening outside of North America, the control of Kroc and that of the McDonald’s Corporation had to change. How do you sell a Big Mac in India where the consumption of beef is frowned upon? The cultural and religious observances of India (among others) forced McDonald’s to reassess its need for uniformity in practice and product—and instead move toward a unity of mission.

The same principle that McDonald’s was forced to recognise about the importance of being united in its mission rather than its practice also applies to the Christian Church.

For more than 2000 years, Christianity has been preaching its message all over the world. And, for more than 2000 years, that mission has been consistent, even though there have been advances in culture, civilisation and technology. Though technology has enabled our access to the world to become much quicker and more convenient than in previous centuries, the mission of the Church has not changed—though the Church’s methodology has evolved across the years and across oceans. Your methodology can only evolve when you are focused on unity of mission—rather than practice.

the non-negotiables

It is the belief of Christians that Jesus selflessly volunteered Himself from heaven to earth and died like a common criminal in place of you and I—every person throughout history: past, present, future. Not only this, but Christians also believe that Jesus rose to life again, defeating the power of death and that He is returning someday soon. This belief (particularly in the fact Jesus was then raised back to life) spurs Christians on. It creates within followers of Jesus a desire to share the hope of eternity with Jesus—in a world made new.² This is the mission of Christianity—to share the news of a God who loved us so much, He made a way for us to be with Him forever, in a world made new. It is a mission expressed in different ways by different people presenting it in the only way they can to the culture they find themselves in.

united, not uniform

This spirit of unity in mission does not restrict diverse cultural and social identities—rather, it embraces them. Unity in mission does not disregard the range of abilities and thinking, rather it harnesses them. Unity in mission recognises that with cultural, social and even personal differences, our mission is not hindered, but strengthened. And while this certainly creates tension (and often confusion), it enables this mission to be carried further than if Christianity took a homogenous approach—replicating churches and expressions as though we are all robots.

Yes, I have been able to visit different McDonald’s restaurants in my travels but I have also been able to visit a variety of different churches all around the world. Every one of these churches has the same mission, though they go about it in diverse ways.

It is exciting to see how Christians live out this mission in their own unique way. While all churches have a corporate worship experience, I am encouraged that it differs from church to church and country to country.

The mission of the church however, that is “to share the good news of a God who loved us so much, He enacted a plan to enable us to be with Him forever”, happens in other more practical ways than a corporate worship gathering. Some churches provide this hope through meal programs and food pantries, others through op shops. Still, other churches opt to hand out literature or assist in garden care for their community members while others fundraise and volunteer to free those in slavery. 

All these different approaches still provide hope of a better future because of Jesus.

As much as the golden arches provide me with a sense of familiarity, the sense of intrigue they provide me is more evocative as I search not just for what is the same, but, more importantly, what is different as McDonald’s contextualise their product for any given local market. The same is true for the church. Often defined by the symbol of a cross, the warmth of seeing “my people” express the same love and hope in Jesus is always welcomed. However, more than that, I am always excited to see how this or that church uniquely expresses that mission within their community: communicating the love and hope we have in Jesus in a way uniquely contextualised for any given community.

1. <mcdonald’s.com/us/en-us/about-us.html>

2. John 3:16