New opportunities for Dagenham youth: McDonald’s franchisee’s mentorship and employment initiatives

By partnering with local organisations, schools and charities, Joey is dedicated to creating lasting opportunities for young people in the Barking & Dagenham area.

Recognising the vital need for youth engagement, Whalebone Lane South McDonald’s restaurant co-hosted summer drop-in sessions in collaboration with Be Heard as One, a local youth empowerment organisation.

This partnership comes as a result of McDonald’s Makin’ It initiative, run in collaboration with BBC Children in Need. Over six weeks, these sessions attracted more than 200 young people, providing a safe space for discussion, resources, and community connection.

Following the initial sessions, Joey launched a work experience and employability program aimed at at-risk youth in partnership with Be Heard As One. This initiative provides hands on experience in the restaurant, teaching valuable business skills.

These skills are already being shared with the wider community, with a recent participant developing a business proposal for a music production studio, projecting over £10,000 in revenue within the first year. This transformative experience is equipping young people with the tools to pursue their long-term goals.

Nominated for the London Borough of Barking & Dagenham Hall of Fame, Joey recognises the role he can play as a mentor and unlocking opportunity for young people in the area. He has been focused on establishing partnerships with schools and colleges, including Robert Clack School of Science and All Saints Catholic School, to provide essential coaching support to students.

By participating in mock interviews and offering career guidance, he aims to inspire students and prepare them for life after education. His efforts as an Enterprise Advisor with the East London Careers Hub further enhance this connection between education and employment, receiving overwhelmingly positive feedback from all parties.

Joey says: “I believe in the extraordinary potential of our youth and the profound impact we can have by giving back to the community that supports us. By investing in mentorship and creating opportunities, we’re not just shaping individual futures; we’re igniting hope and building a stronger, more vibrant Dagenham for everyone.

"Through our partnerships with local organisations like Be Heard As One, we’re providing vital opportunities that equip young people with essential skills and real world experience. Together, we can empower these young minds to dream bigger and achieve their aspirations, transforming our community one opportunity at a time.”

London Borough of Barking and Dagenham Strategic Lead for Youth Support and Participation, Hiwot Ameneshoa, says, “It’s incredibly heartening to see local business leaders like Joey Antwi-Kusi invest their time and resources into uplifting our community. When businesses engage in community-building and support local charities and organizations, they don’t just contribute economically—they enrich the social fabric of our borough.

Joey has been a passionate and visible leader in this area, bringing valuable opportunities to our young people and fostering a spirit of empowerment and hope. His dedication to mentoring and partnering with initiatives like Be Heard as One truly exemplifies the positive role businesses can play in creating a stronger, more connected community.”

In addition to partnering with Be Heard As One, Joey actively supports local charities by promoting their causes, distributing flyers, and crafting press releases. To enhance community safety, the McDonald’s restaurant received a bleed bag donation from the Ricky Hayden Memorial, equipping staff to assist in knife crime emergencies.

Through these initiatives, Joey demonstrates his commitment to improving the lives of Dagenham’s youth. His mentorship, employability programs, and charitable efforts are driving positive change.

Since the start of the partnership with BBC Children in Need, McDonald’s has supported more than 185 youth projects employing more than 320 youth workers and improving outcomes for over 42,500 young people. McDonald’s customers can donate to BBC Children in Need by rounding up orders at the kiosk and via the McDonald’s App.