McDonald’s continues the total revamp of its restaurants globally. In the UK, the company has already transformed its venues and menu options and has just launched a web site to demonstrate consumers ‘behind the scenes’ at the chain, including information on food-sourcing, its environmental contribution and charitable activities.

Photo: the What Makes McDonald’s website, a snapshot

Consumers are invited to find the facts, share what they think about the chain and ask questions about the company on this social platform called ‘What Makes McDonald’s’. The first attempt of the fast food chain to start a dialogue with customers dates back to 2007 when it launched MakeUpYourOwnMind.co.uk to answer all people questions and improve trust in the brand in the UK.

The new platform will expand the idea of ‘healthy McDonald’s’ in a more convenient and easy way. For example, accessing the nutritional information about each product is easy and intuitive. First you choose the category, then the product and when the image of it appears, simply put the cursor on it and read the information. The web site also contains a Sport section explaining McDonald’s vision of the Olympics and football.

The ‘What Makes Mcdonald’s’ will be supported via a TV ad, which will be launched as part of the ongoing ‘A—Z’ campaign.

Alastair Macrow, vice-president of marketing at McDonald’s UK, said: “Over the past few years, we’ve worked hard to open up our business, both online 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.

“As people engage 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,” he added.