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McDonald’s opens its virtual doors to take customers behind the scenes of its business

15 May 2012

Interactive website launches this week to offer access all areas

McDonald’s UK today announced the launch of What Makes McDonald's?, a new interactive website which will lift the lid on its business, from where McDonald’s food comes from to how it first became involved in the Olympic Games.

The site is the latest step in McDonald’s ongoing work to become more transparent about how its runs its business.  Echoing its major A-Z advertising campaign, What Makes McDonald's? will feature a broad range of articles and videos that go behind the scenes of McDonald's, covering topics including food sourcing, the charities that McDonald's supports, the truth about jobs at McDonald's and what McDonald's is doing to reduce its impact on the environment.

On the new site, people will be able to post their comments about all articles and videos, and their comments and questions will feature prominently.  They will also be able to search for questions they’d like answered, and ask McDonald's new questions.  Users can share articles and videos across their own social media networks, such as Facebook and Twitter.

What Makes McDonald's? will include contributions from a number of campaigning groups and organisations to highlight some of McDonald’s more surprising connections – from The Marine Stewardship Council and The Football Association to animal welfare charity Compassion in World Farming and Wayne Hemmingway MBE, fashion designer and co-founder of Red or Dead.  Many of these organisations have been involved in the series of bold moves McDonald's has unveiled over the last five years, such as redesigning its restaurants, adding choice to its menu and launching industry-leading training and qualifications programmes for its 87,500 employees. 

Alastair Macrow, Vice President, Marketing, McDonald’s UK said:

“Over the last few years, we’ve worked hard to open up our business, both on- and offline.  However, there are still lots of myths out there about McDonald's, and lots of things that people simply don’t know about us.

What Makes McDonald's? will enable us to have open, genuine dialogue with members of the public about every aspect of our business.  As people engage more and more with brands through digital and social media, we’re confident that introducing a new direct channel for people to tell us what they think and ask us questions will bring us closer to our customers – a key aim of our overarching business strategy.”

What Makes McDonald's? builds on the success of makeupyourownmind.co.uk, which was launched in 2007 to help bust myths about McDonald's by enabling members of the public to ask questions and have them personally answered and published online. To date, McDonald's has answered more than 25,000 questions from the public through the site.

It also follows the launch of McDonald's UK Facebook page in August 2011, which has since attracted more than 229,000 fans and is playing a key role in embedding digital and social media engagement into McDonald’s marketing and communications strategy.

The new site goes live at www.whatmakesmcdonalds.co.uk on Tuesday 15 May 2012.

ENDS