Magazine article Marketing

McDonald's Adds Content Hub to Sustain UK Revival

Magazine article Marketing

McDonald's Adds Content Hub to Sustain UK Revival

Article excerpt

US chain continues to shrug off negative image with social-media-focused customer website.

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. …

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