Despite record unemployment, restaurant companies are still struggling enough to find workers that at least one of them plans to advertise its jobs nationally.
Canton, Mass.-based coffee chain Dunkin’ on Monday said its franchisees plan to hire 25,000 workers nationwide and that it is taking steps to help in that effort—including online education for franchisees’ workers, as well as a national ad campaign aimed at recruitment.
The company plans to run a new series of broadcast ads, called “Dunkin’ Runs on You,” that looks at jobs at all levels of Dunkin’ restaurants and show some of the people who work at the chain.
The spots will also emphasize the benefits of working at Dunkin’, such as skill development, flexible work schedules, pay, education opportunities and growth opportunities. The campaign was created with BBDO New York and began running in both English and Spanish on Monday.
Dunkin’ is also working with Southern New Hampshire University to offer low-cost online college degrees for the chain’s operators and their employees.
The effort comes as restaurants have quickly started rehiring workers as sales improve and states reopen dining rooms from a weeks-long coronavirus shutdown. The industry added 1.37 million jobs in May, for instance, and is expected to add more in the coming weeks as more establishments reopen.
Numerous restaurant operators have reported struggles getting employees to return to work and give up higher-than-normal unemployment pay—despite an unemployment rate that is 13.3%.
Still, the hiring efforts on the part of more restaurants suggest a recovery following a brutal two-month period in which sales plunged and thousands of locations were closed.