McDonald's Canada has launched a new and interactive online platform at www.mcdonalds.ca/yourquestions as part of an initiative to be more transparent about its food and business.

Canadians can visit the site to ask a question about McDonald's food – from what goes into a menu item and how it is made and prepared, to how a Canada Grade A Egg gets its shape in an Egg McMuffin.

The purpose-built tool enables participants to ask questions and have them personally answered. To ask a question, participants must log in using their Facebook or Twitter account. Visitors to the page can search questions as well as see and share the questions that have already been asked and answered via their social channels.

"We're proud of the quality behind our menu and passionate about sharing the real facts with Canadians who might be curious about our food," said John Betts, president and CEO of McDonald's Canada. "We've long been a leader in providing full nutrition information and ingredient listings for everything we serve, but there are still many food myths out there that are completely unfounded and that we aim to set the record straight on."

The company's efforts to have Canadians gain a better understanding about the quality of its food began in 2011 when it launched the McDonald's All-Access Moms program, which took four Canadian mothers on a behind-the-scenes tour of McDonald's operations. The participants shared their experience on their blogs, social channels and on the daytime lifestyle show CityLine. Information on the McDonald's All-Access Moms program is available at mcdonalds.ca.

"A key part of our ongoing success has always been our focus on listening and responding to customers," Betts added. "This platform is a significant step towards our goal of having more meaningful and open conversations with our customers on areas of our business that are most important to them."

McDonald's Canada launched the following commercial to promote its new site:

In May, McDonald's UK also launched a new website, www.WhatMakesMcDonalds.co.uk, to provide a "behind-the-scenes" look at the chain through articles, videos and a consumer Q&A section.

Read more about social media and online marketing.

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