McDonald’s has confirmed to B&T that will continue on its current campaign trail focused on providing its customers with a more transparent look at how the fast food giant operates.
This follows the completion of the first installment of its ‘Open Doors’ campaign (see TVC below), where for the first time in a decade McDonald’s opened its doors to allow customers behind the scenes inside its restaurants to see the food preparation process and ask questions.
The company opened its doors in 200 Macca's restaurants across Australia and allowed members of the public to take a tour through its kitchens to show that it “had nothing to hide”.
"The thought behind it is ‘seeing is believing’, a McDonald’s spokesperson told B&T. “ It’s about being transparent with our customers, which is an area where there’s definitely more to come in the future.”
The spokesperson added that the Open Doors initiative is an extension of McDonald’s previous campaigns, such as last year’s documentary McDonald’s Get Grilled and the more recent release of an ingredient tracking app.