McDonald’s UAE has unveiled its 2024 Eid Al Etihad campaign, highlighting through its own journey how the UAE truly is a land of opportunity and showcasing through the lives of seven employees how hundreds have contributed to the brand’s incredible growth across the seven Emirates in the UAE.
What began with one humble McDonald’s UAE store in Dubai’s Al Ghurair Centre, has now grown to more than 200 restaurants across all seven Emirates, serving more than hundreds of thousands of customers every day.
“Ever since its founding, the UAE has been known as a land of opportunity. A place where people from all over the world come to not just live, but to make a life they can love. For the past 30 years, McDonald’s UAE has been part of the UAE’s growth journey. This has become a powerful example of growth and opportunity for the hundreds of people who have been part of the McDonald’s UAE story,” the brand shared.
Bringing these real-life stories to life on digital and social advertising through a series of short films, the McDonald’s Eid Al Etihad campaign narrates the lives of seven employees – all from different walks of life, and all working at McDonald’s UAE – who have found success in the UAE.
Launching on 28th November across digital and social channels, the campaign further catalyses brand trust and actively demonstrates how the brand has proudly partnered with the UAE, actively supported the community, and championed initiatives that have genuinely impacted the lives of people in the UAE over the past 30 years.
Campaign Middle East accessed the short films prior to the campaign release, and watched the heart-warming stories of four employees who have risen through the ranks and found their dreams become a reality at McDonald’s.
This includes the stories of Wissam Maarouf, who rose through the ranks from a restaurant trainee to the Vice President of McDonald’s UAE; Zaldy Villanueva, who went from restaurant staff at the first McDonald’s UAE restaurant to Director of Supply Chain & Quality Assurance; Anoop Kumar, a delivery driver who went on to become a restaurant manager; and Saadiya Saleh, who started as an admin assistant and went on to become a Training Consultant.
The inspiring stories of the ‘McDonald’s UAE Heroes’ below not only echo the brand’s impact on the UAE community, but further cement the UAE as a land of immense opportunities.
Wissam: A story of ambition
Wissam Maarouf’s story begins in Sharjah in 1995. He was a young man who came to the UAE from Syria. Despite the UAE being very different back then, he was still awestruck upon his arrival: by the scale, ambition and growth he saw around him. He began his career as a trainee at McDonald’s UAE.
Growth and ambition are also very much a part of Wissam’s DNA. But he wasn’t merely motivated by self-advancement – he dreamt of being able to provide for his parents, who he had regretfully had to leave back home to fulfil his dreams and his potential.
His tireless worth ethic progressed him through the company, and soon that feeling of regret turned to gratitude. Not only was he able to look after his parents, but he met the love of his life and now has a wonderful family of his own. Today, Wissam Maarouf is the Vice President of McDonald’s UAE.
Zaldy: A story of tolerance
Zaldy Villanueva’s story begins in December 1994, almost 30 years ago. He was a very shy 19-year-old from the Philippines.
He moved to the UAE to take on the roll as a restaurant staff, but not just as any restaurant staff trainer … he would be part of the staff that helped open the very first McDonald’s UAE restaurant. He did a great job, and never looked back.
Now, 30 years have passed and that shy 19-year-old guy becomes a charismatic leader who is loved by all – especially by his family, all of whom call the UAE home. Given the nickname of Mr. McDonald’s by his colleagues and friends, Zaldy is now the Director of Supply Chain & Quality Assurance.
Anoop: A story of growth
Anoop Kumar’s story begins in December 2013. Anoop arrives in the UAE as a young man from Kerala, India. He has an opportunity to change his life and begins his career as a delivery rider at McDonald’s UAE.
Anoop’s work ethic and dedication is noticed by McDonald’s UAE. He wins two awards for performance as a rider and soon progresses to working in the restaurant kitchen: the same kitchen where he meets the love of his life (his wife).
Yet again, Anoop continues to shine – and he achieves a feat that no one in the UAE had achieved before: he becomes the very first delivery rider, to work his way through the ranks – to the position of Restaurant Manager, becoming a role model for other McDonald’s UAE employees.
Saadiya: A story of belonging
Saadiya Saleh’s an Emirati shy young woman who found her confidence whilst playing for her school’s basketball team. She loved seeing how (through their growing bonds and teamwork) each member of the team, and the team itself progressed.
She would later join McDonald’s UAE as an admin assistant , but she soon realized she had found far more than a job, she had found her calling and a second family; a family from a variety of cultures, that worked and thrived together in complete harmony.
Saadiya found encouragement to develop herself further, and her love of teamwork and for helping others means she now trains McDonald’s UAE crew members all around the country, helping them to improve themselves, and succeed together.
“Beyond serving delicious meals, McDonald’s UAE is a story of opportunity — for both the communities it serves and the hundreds of individuals who have grown with the brand,” the company concluded.
