13 May 2015 McDonald’s launches global transparency programme in SA

McDonald’s South Africa launched its ‘Know Our Food’ programme last week, providing answers to around 100 frequently asked customer questions.

Think the chips are made from potato powder and water? Not true – the eggs are perfectly round because of the rings in which they are cooked. Have you heard about the infamous ‘pink slime’? McDonald’s burger patties are made of 100% prime beef (not an eyeball in sight).

In its ongoing bid to provide transparency on its food suppliers, ingredients, processes, food safety and anything else that pertains to the quality of its food from farm to fork, management has devised a digital question and answer tool that includes videos into the back of house and suppliers’ premises.

The launch took place at the company’s new head office on Grayston Drive in Sandton, in its stylish McCafe on-site restaurant. Media fired off questions to CEO Greg Solomon, chief marketing officer, Daniel Padiachy, and corporate affairs director, Sechaba Motsieloa. Many questions were quickly and easily answered using the new digital ‘Know Our Food’ tool.

The ‘Know Our Food’ programme follows similar initiatives by McDonald’s in other countries, including the US, Canada, Australia and the UAE.

Padiachy explains: “’Know Our Food’ is a continuation of our transparency journey which started with an Open Door programme where we invited our customers to go behind the scenes of our restaurants to witness our quality, service and cleanliness (QCS) standards.”

The ‘Know Our Food’ programme is being rolled out in two phases: this first phase allows customers to access answers to most commonly-asked questions about McDonald’s food on a dedicated website and on Ask Google, using the Google Voice Search function on mobile devices (active from 15 May).
The second phase will be a more interactive offering, where questions can be answered in real time.

“Customers are looking for transparency and more information to make informed food choices and through this programme we hope to demonstrate our pride in the food we serve to our customers,” says Padiachy.

To try it out, go to:
Website: http://www.mcdonalds.co.za/KnowOurFood
YouTube video link: https://www.youtube.com/user/mcdonaldsza

McDonald’s South Africa opened its first restaurant in November 1995 and now has some 218 outlets in all nine provinces.

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