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The social media push will be through a new Instagram channel, @wearegolden. The prior program hadn’t posted to its @365Black Twitter account since December when it celebrated Herman Petty, who became the chain’s first African-American franchisee in 1968. There are now 300 African-American franchisees running more than 1,500 McDonald’s restaurants.

Print ads will run in publications including Essence. Radio ads are also part of the push.

McDonald’s is seeing solid sales growth but needs to get more customers into its restaurants. Sales at longstanding U.S. restaurants rose 2.5 percent last year, despite a 2.2 percent decline in visits to those locations. Williams joined McDonald’s in early 2018 in a new role as the company tries to build brand devotion among multicultural customers. Last year, for example, it expanded its Hacer scholarship program for Hispanic students to 30 winners from five.

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