McDonald’s makes a ‘disastrous’ Web debut

McDonald’s website has been branded “disastrous” in what is believed to be the first audit of UK retailers’ online ventures.

The survey, compiled exclusively for Marketing Week by digital consultancy BrandNet, looks at retail websites on the Internet. In association with online retail consultancy Echochamber.com, BrandNet ranked the websites of the top 50 retailers, based on advertising spend for 1999 according to AC Nielsen.

McDonald’s appears 41st in the table – the lowest ranked of all the fast food chains. In contrast, Burger King was 20th, Pizza Hut 28th and KFC 30th.

The survey found fast food retailers use the Internet predominantly as a shop window to add value to the brand, in the absence of e-commerce strategies.

But BrandNet found the McDonald’s site to be “poorly branded” with limited content and it failed to feature in-store promotions. A spokesman for McDonald’s says the site has not yet been fully rolled out in the UK.

Tesco.com topped the table. It was described as “a very impressive, well laid-out site” with secure online buying and interesting content.

Conversely, Marks & Spencer’s woes were highlighted in the survey. Its site was ranked 29th and it was described as poor, frustrating and unreliable.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here