The fast food chain launches a content portal with a new approach to listening to, learning from and sharing with consumers.

McDonald’s UK has launched a new social media-integrated content portal that offers a different approach to sharing and listening to its consumers. The interactive website ‘What Makes McDonald’s?‘ provides a range of articles and videos going behind the scenes at the chain, including information on food sourcing, its environmental contribution and charitable activities. It will also allow consumers to post comments and ask questions of the company.

The site is the latest step in McDonald’s ongoing work to become more transparent about how its runs its business. Users can share articles and videos across their social networks, such as Facebook and Twitter. Campaigning groups and organizations will contribute to the site to highlight some of McDonald’s connections, including The Marine Stewardship Council, The Football Association, and animal welfare charity Compassion in World Farming. Alastair Macrow, vice president of marketing at McDonald’s UK, said:

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