• Financial Times, Tuesday, March 20, 2007 11:30 AM

McDonald's wants the Oxford English Dictionary (OED) and other British wordsmiths to revise their definitions of "McJob," which the OED says is "an unstimulating, low-paid job with few prospects." The word first emerged in the U.S. in the 1980s to describe low-skilled jobs in the fast-food industry and was popularized in Douglas Coupland's 1991 novel "Generation X."

Calling the current definition "out of date," McDonald's chief people officer in northern Europe writes: "It's time the dictionary definition of 'McJob' changed to reflect a job that is stimulating, rewarding and offers genuine opportunities for career progression and skills that last a lifetime." The company says it has an excellent record of promoting female workers and entry-level staff to senior executive positions. In the U.K., half the executive team started on the shop floor; 25% are women.

An OED spokeswoman responds that it routinely monitors changes in usage and updates its definitions as the evidence supports it.

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