Because they sell to the government McDonald's is required by affirmative action laws to have these kinds of outreach programs and targeted recruitment. Is is racism? Sure, legally required racism. See
http://www.dol.gov/ofccp/
A few of the things the Department of Labor says companies have to do if the eant to sell burgers in a goverment building or otherwise contract with the government:
5. Using techniques to improve recruitment and increase the flow of minority and female applicants.
a. Include the phrase "Equal Opportunity/Affirmative Action Employer" in all printed employment advertisements;
b. Place help wanted advertisement, when appropriate, in local minority news media and women's interest media;
c. Disseminate information on job opportunities to organizations representing minorities, women and employment develop occur;
d. Encourage all employees to refer qualified applicants;
e. Actively recruit at secondary schools, junior colleges, colleges and universities with predominantly minority or female en
f. Request employment agencies to refer qualified minorities and women;
6. Hiring a statistical consultant to help the company perform a self-audit of its compensation practices;
Don't like it? Don't vote for politicians who make everything about race.
When we looked into government contracts half of the paperwork was about race, gender etc. I'm white and male; we didn't get the contracts. It was tempting to submit them in my wife's name since she's black and female.