McDonald's launches content portal in latest phase of UK 'McMakeover'

McDonald's: new consumer content portal
McDonald's: new consumer content portal

McDonald's is replacing its consumer dialogue website with a new portal, WhatMakesMcDonalds.co.uk, marking a key milestone in its transformation of the UK business.

The fast-food chain launched MakeUpYourOwnMind.co.uk in 2007, offering to answer all questions posed by customers, as it aimed to improve trust in the brand in the UK amid negative headlines around the health impact of its burgers.

After a wholesale revamp of its restaurants and menu options, as well as 24 consecutive quarters of growth in the UK, McDonald’s claims consumer perceptions of the brand have ‘changed significantly’ and that a new approach is required.

The new, social-media-friendly, site will go live this week, offering a range of articles and videos going ‘behind the scenes’ at the chain, including information on food-sourcing, its environmental contribution and charitable activities. It will also continue to allow consumers to ask questions of the company.

The portal will be promoted through a TV ad in the next phase of the ongoing ‘A-Z’ campaign, showcasing a series of McDonald’s ethical initiatives.

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.

The MakeUpYourOwnMind.co.uk site, which attracted more than 25,000 questions, was criticised in some quarters for the vagueness of the answers it provided regarding the number of salad menu options ordered in its restaurants.

Further criticism centred on the wisdom of allowing consumers to ask questions such as: ‘Do your burgers contain eyes or organs?’

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