The 'Standardised Wage' Anchor: Evaluating Cognitive Resistance to Localised Pay Adjustments in McDonald's Global Quick-Service Restaurant (QSR) Franchises

Registration ID: IJNRD_312047

Published ID: IJNRD2602014

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Jay Verma

standardised wage anchoring, cognitive resistance, McDonald’s QSR franchises, wage standardisation, strategic wage flexibility, local labour market pressure

The introduction chapter presents the research context, which is concerned with the subject of standardised wage anchoring among the McDonalds global QSR franchisees. It describes the research background, aims and objectives, questions, problem statement and rationale of the tension between the global brand consistency, cognitive resistance, as well as the local labour market pressure. The Literature Review examines the literature that is available on the topics of wage standardisation, cognitive resistance, labour shortages, and strategic wage flexibility in McDonalds global QSR franchises. It incorporates both behavioural and organisational views and uses both Diffusion of Innovation and Institutional Theory to create a solid theoretical base and pinpoint gaps in the existing studies. The research will be based on the interpretivist, deductive, explanatory, and secondary methodology of qualitative research in order to examine how the standardised wage anchors in QSR franchises around the world yield cognitive resistance to localised pay changes. Peer-reviewed sources on the topic of behavioural economics, HRM, and franchising, corporate reports, and labour statistics were used to source data, which were analysed using thematic analysis to find trends of anchoring, managerial cognition, labour performance, and strategic trade-offs. The results indicate that brand wage anchors bring about reference dependence and status quo effect to the managers, limiting wage flexibility, heightening turnover vulnerability and dwindling hiring performance in an inflationary or high-competition labour market. The conclusion brings out a time-based conflict of structure between brand standardisation and market responsiveness. The weaknesses are the usage of secondary data and the absence of interviews with managers, whereas further studies may utilise behavioural experiments and cross-country wage elasticity research. Suggestions are to use inflation-indexed wage bands, cognitive bias training and flexible franchise wage governance.

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Jay Verma (February-2026). The 'Standardised Wage' Anchor: Evaluating Cognitive Resistance to Localised Pay Adjustments in McDonald's Global Quick-Service Restaurant (QSR) Franchises. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 11(2), a143-a154. https://ijnrd.org/papers/IJNRD2602014.pdf

Volume 11 Issue 2, February-2026

Pages : a143-a154

Paper Reg. ID: IJNRD_312047

Published Paper Id: IJNRD2602014

Research Area: Management All

Author Type: Indian Author

Country: New Delhi, Delhi, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2602014.pdf

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