In an innovative initiative, McDonald’s has flipped the ‘W’ back over to ‘M’ for the remaining 364 men’s days of the year.

“Yesterday was a celebration of 6 out of 10 store managers being women, working on less than a living wage,” says McDonald’s CEO Stephen Eggbrook.

“For the rest of the year we celebrate 87% of our male staff on zero hour contracts.”

McDonald’s has donated Thursday’s International Women’s Day ‘W’ packaging to all female staff facing poverty and homelessness.

Eggbrook says that’s a lot of burger packages donated to the needy.

“After finishing a long shift earning all of that minimum wage it was just great to get that extra reward of a yellow ‘w’ to look at,” said one female employee.