Blogs, tweets and tours are part of McDonald’s recent attempts to use social media to connect with consumers.
Louis Payette, national media relations manager with McDonald’s Canada, said more than 40,000 mothers have logged on to the fast food chain’s website, urbanmoms.ca, to chat about time management, babies and food, including McDonald’s food.
The interaction gives McDonald’s insight into concerns or praise mothers have about the company, Payette said.
The program includes a mothers quality assurance program where five “McMoms” get an insider’s look at the McDonald’s operation.
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The mothers have toured the McCain french fry plant, a potato farm in New Brunswick, an Alberta meat plant and the toy safety facility in Buffalo, New York.
“It’s been a great process to undergo,” said Payette. “These moms come back amazed at the lengths we go to ensure food safety and dedication of suppliers and sustainability. They’re pretty amazed at what they find. There’s lots of myth busting along the way.”
Back at home, moms participate in blog conversations about the tours.
“This is their forum,” Payette said. “We open our doors and after that take it on their own and help shape some of the direction.”
Payette said the website targets mothers with young children concerned about food quality and healthy eating, including those who feel guilty about using fast food outlets.
“This conversation is happening whether we’re part of it or not,” he said.
