redefining the "McJob"

Hoping to redefine the "McJob" as the first step on a career path instead of a dead end, McDonald's Corp. broke a TV spot that showcases the corporate management careers possible at the fast-food giant. McDonald's has fought the McJob stigma since 1986, when sociologist Amitai Etzioni wrote a story in The Washington Post, headlined "McJobs Are Bad for Kids," that outlined the ills of low-paying, robotic and mindless fast-food positions. In 2003, Jim Cantalupo, the chain's then chairman-CEO, took umbrage when the McJob term was added to Merriam-Webster's Collegiate Dictionary and wrote an open letter to the publisher.