“Driving Growth & Representation: A Conversation with Santiago Negre, Chair of the McDonald’s Hispanic Owner-Operators Association”

Last month we featured an Immigrant Archive Project tribute video to the McDonald’s Hispanic Owner-Operators Association (MHOA), celebrating their outstanding leadership and contributions to the U.S. Hispanic market. Inspired by this video, we decided to follow up with a Q&A with Santiago Negre, the association’s Board Chair.

About the MHOA:

The McDonald’s Hispanic Owner-Operators Association was established in 1977 by a group of Hispanic franchisees, including trailblazers like Henry Garcia and Jose Canchola. Their aim was to create a support network for Hispanic owner-operators and to build stronger ties between the Hispanic community and the McDonald’s corporation. MHOA’s mission is to advocate for its members, foster the economic success of Hispanic-owned franchises, and champion initiatives that resonate with Hispanic consumers.

Today, MHOA represents over 303 Hispanic Owner-Operators who operate 1,732 McDonald’s locations across the United States, making it the largest association of Hispanic franchisees in the country. Hispanic-owned McDonald’s restaurants are among the most impactful franchise groups financially. MHOA collaborates closely with McDonald’s to help the brand effectively connect with Hispanic audiences, leveraging cultural insights and tailored marketing strategies for this demographic.

Q: MHOA members are known as some of the top-performing franchisees. How do you believe this success contributes to McDonald’s overall brand strength?

A: Hispanic Owner/Operators bring exceptional value to the McDonald’s brand, consistently operating some of the top-performing restaurants in the system. Our strength lies in our commitment to excellence, and it shows in the numbers: we lead the system in total sales and cash flow. This success is not just about running a business; it’s about building environments where employees feel valued and motivated, and where customers know they will receive a consistently high-quality experience.

As MHOA members, we recognize the vital importance of the Hispanic employee, Hispanic consumer and Hispanic owner/operator. We are all essential to McDonald’s long-term growth and sustainability. Recognizing the Hispanic consumer as a key business driver is essential for any company aiming to secure its position in the American market today and into the future. Without the U.S. Hispanic market, McDonald’s—like any industry leader—will struggle to maintain its dominant role moving forward. By delivering exceptional results, we reinforce McDonald’s reputation for quality and service, helping to strengthen the brand as a whole. Our performance showcases McDonald’s as a company that thrives in diverse communities, with owners who are deeply connected to the needs and preferences of Hispanic consumers. In doing so, we don’t just contribute to the brand’s success—we elevate it, positioning McDonald’s as the QSR of choice for Hispanic communities across the nation.

Q: How does the MHOA help address challenges specific to Hispanic communities?

The MHOA proudly supports Hispanic communities in meaningful and impactful ways. Our commitment begins with creating workplaces that empower employees to pursue their career goals through accessible opportunities and comprehensive development. We see providing a best-in-class employee experience as a business imperative.
Additionally, the MHOA addresses community needs through our HACER Scholarship program, which awards scholarships to deserving Hispanic high school students across the country. This program helps bridge the gap to higher education, giving young Hispanic students the chance to fulfill their potential and make a difference in their communities.
We’re also proud to support Ronald McDonald House Charities, a vital resource that offers a “home away from home” for families with critically ill children undergoing treatment. Many of the families served by the Ronald McDonald House are Latino, including a significant number from Latin America who travel to the U.S. seeking life-saving medical treatment for their children. Through our involvement with Ronald McDonald House, we aim to provide comfort, support, and relief to families during some of their most challenging moments.

Our dedication to giving back is rooted in the values that Ray Kroc, the founder of McDonald’s, instilled in us. He taught us that as small business owners, it’s our duty to give back to the communities in which we do business. This commitment is ingrained in each of us at the MHOA. By supporting education, empowering career growth, and extending a helping hand to families in need, the MHOA is committed to strengthening and uplifting Hispanic communities from coast to coast.
I can personally attest to this commitment. I began my journey as a 16-year-old crew member at my local McDonald’s, where I received top-tier training that allowed me to grow and develop professionally. Today, I am not only a McDonald’s Owner/Operator but also Chair of the McDonald’s Hispanic Owner-Operators Association—a path that many others have also taken within our system, from crew members to ownership.

How important is the HACER Scholarship Program to the MHOA’s overall mission?

The HACER Scholarship Program is a cornerstone of the McDonald’s Hispanic Owner-Operators Association’s mission and values. For the past four decades, this program has embodied our deep commitment to empowering the next generation through education, thanks to the visionary efforts of Richard Castro, one of our pioneering Hispanic Owner-Operators. Each year, MHOA members across the country champion this initiative, which not only provides financial support but also opens doors to life-changing opportunities for Hispanic students and their families.

Our approach to HACER is unique. We seek well-rounded students, not just those with the highest GPA, often supporting students who are the first in their families to attend college. This approach aligns with our belief in the transformative power of education to change lives and uplift entire communities. As our Hispanic community grows and evolves, so too does HACER, adapting to meet the shifting needs of students and ensuring that opportunities reach those who need them most.

What unique perspective do Hispanic Owner-Operators bring to the McDonald’s brand, especially in terms of connecting with the Hispanic community?

Hispanic Owner-Operators bring a unique and invaluable perspective to the McDonald’s brand by serving as a direct bridge to the U.S. Hispanic consumer market. Through the McDonald’s Hispanic Owner/Operators Association, we are the brand’s connection to this vibrant community, championing McDonald’s mission to communicate authentically — in both language and culture. Our deep understanding of the cultural nuances and values of the Hispanic community enables us to build trust and foster genuine relationships, making McDonald’s the Quick Service Restaurant of choice for Hispanic consumers nationwide. By connecting on a personal level, we not only strengthen brand loyalty but also position McDonald’s as an industry leader in reaching and resonating with the U.S. Hispanic market.

What would you say to prospective Hispanic business owners who are considering becoming McDonald’s franchisees?

To prospective Hispanic business owners considering becoming McDonald’s franchisees, I’d say this: there has truly never been a better time to take that leap. Today’s landscape is filled with unprecedented opportunities, and our Hispanic applicants are among the strongest and most qualified in the nation. McDonald’s values the unique perspectives and entrepreneurial spirit that Hispanic business owners bring to our brand, and right now, the doors are wide open to welcome more of you into the McDonald’s family. If you’re ready to make a lasting impact in your community while joining a network of successful, high-performing franchisees, now is the time to apply