McDonald's UK is launching a new website, www.WhatMakesMcDonalds.co.uk, this week to provide a "behind the scenes" look at the chain through articles, videos and a consumer Q&A section.
According to Marketing Magazine, the new portal replaces MakeUpYourOwnMind.co.uk, which launched in 2007 to answer consumer questions about the brand and improve its image.
That site was often criticized, however, for proving vague answers to the more than 25,000 questions posed by consumers.
McDonald's is now claiming that perceptions have changed "significantly" and the new site/focus is needed. The WhatMakesMcDonalds.co.uk site will be promoted through a TV campaign and will feature social media components in addition to company information.
From the story:
"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," said Alastair Macrow, vice president of marketing at McDonald's UK.
Read more about online initiatives.