Campaigning groups including the Marine Stewardship Council and Compassion in World Farming will be making contributions to a behind the scenes website launching today at www.whatmakesmcdonalds.co.uk.
The site will feature video interviews and footage, articles and interactive Q&As. It is the latest step in the fast-food chain’s campaign to improve its image in the UK, which has been dogged by allegations against everything from it’s food sourcing to employment practices.
Other changes it has introduced include redesigned restaurants and additional choice added to menus.
Mcdonald’s UK vice president of marketing Alastair Macrow says the US chain still has work to do to address it’s image: “Over the last few years, we’ve worked hard to open up our business, both on- and offline.”
He adds: “However, there are still lots of myths out there about McDonald’s, and lots of things that people simply don’t know about us.”
The new domain replaces the restaurant chain’s www.makeupyourownmind.co.uk which it says has dealt with over 25,000 queries from the public since it launched in 2007. The site was created in response to a series of brand damaging publicity, including court wrangling with UK campaigners over it’s business practices, and Morgan Spurlock’s 2004 film ‘Supersize Me’.