I just learned a new term: ‘Emotional Labor.’ It’s what people may consider to be good customer service. That is, making the customer feel special. Now McDonald’s takes this concept to a new height.
McDonald’s is now asking its employees to do even more. They have to come up with cutesy tasks for their customers. And if the ad itself is any indication, they can’t just deadpan a request that a family hug. If someone dances, they have to dance too. If someone doesn’t seem too pumped to call his mom, they have to needle him into it. And they have to react with joy when the asked-for response is delivered. The workers are being told to put on a performance for customers in order to get a performance back.
This is a pretty blatant example of emotional labor: the requirement that a low-wage employee not just show up to work and adequately perform her duties, but that she put on a veneer of happiness and cheer for the customer to elicit an emotional response in him. For example, in 2013 Pret A Manger put up on its website (and then subsequently took down) expected “behaviours” its employees were supposed to exhibit, like creating a “sense of fun” and appearing “genuinely friendly.” The ones it wouldn’t allow, on the other hand, were bad moods and acting like they were “just here for the money.” Because ordering a sandwich is now supposed to be a delightful experience, and of course a low-wage clerk is at work for something other than a paycheck.
— Bryce Covert, The Nation