Elliot Jardine of McDonalds Restaurants
Elliot Jardine joined McDonald’s Management Trainee Programme in 1986 having studied Business Studies at Edinburgh Napier University. After completing the programme, he worked as Trainee Manager, Store Manager, Operations Manager / Director of Franchising for the Scottish & Northern Irish market. His final role prior to becoming a franchisee was to bring the McCafe sub-brand to McDonald’s UK.
In 2004, he was offered his first franchise for 2 restaurants within Falkirk and has subsequently expanded throughout the central belt of Scotland including Stirling, Alloa, Grangemouth and Edinburgh.
In 2018, net sales for his group of stores was £26.75 million, employing over 800 staff contributing £6.5 million in salaries in the local communities. In the past year, his restaurants achieved an 8.8% increase in sales with gross profit of £18.1M.
“Being a McDonald’s franchisee does not entitle you to success. Becoming a franchisee gives you the opportunity to work within a brilliant system in order to be creative with local marketing and especially the development of people resulting in a thriving & responsible business. It’s often said that we’re a people business not a hamburger business! Being successful is about building a team that ultimately drives sales through consistent high standards of quality, service and cleanliness.”
Elliot’s ethos is going above and beyond to give back to and champion local communities in and around the locations of his restaurants. He and his teams regularly participate in the company wide Keep Up The Clean Up anti-litter campaign, with their most recent and biggest event being a five-day a coast to coast litter pick spanning from Scotland’s East to West coast. With the help of his employees, Elliot has also raised significant funds for local foodbanks and other charities.
“Being a global brand it’s also very important to act responsibly in the local area and contribute back into the community that you operate within. I think it’s imperative to continuously develop & build a trust bank with your customers and be engaged in supporting the many good causes close to them.”
Through the McDonald’s philosophy of Scale For Good, the restaurants within Scotland have raised over £3.5 million through the Bag Tax which has built the 25 bedroom Ronald McDonald House at the new Royal Hospital for Children & Young People at the Royal Infirmary in Edinburgh. Ronald McDonald Houses provide a home from home for parents of sick children.
” Success is having both a restless and relentless approach to your business.The creation and ongoing development of a successful team is one of the biggest challenges that face most businesses and one that I spent the majority of my time on. Having a healthy dose of paranoia helps you gauge the momentum of your business ensuring timely investment of both people and capital to maintain growth. We have to stay relevant ,modern and progressive if we are to maintain and build our customer base.”