Details such as product descriptions are similar to
before but have had some tweaks, such as the updated page about the
Egg McMuffin (top) compared to the prior version (bottom).
The updates come as McDonald's data shows more than
70% of visits to the site come from mobile devices, largely phones
as well as tablets. In all, McDonald's said more than 70 million
people visit the site each year.
"This site was created out of what customers have been
telling us they want to hear more about from the brand," Ms.
Masullo said. Therefore,
it focuses on areas such as value, menu, nutrition and
McDonald's already had some information about where
its food comes from, but is now emphasizing areas such as supplier
stories and what it calls its "food philosophy" to appeal to diners
craving more information about what they eat. Nutritional
information - calories, fat, protein, carbs and sodium - is also
easier to read, with links to a nutrition calculator offered from
various parts of the site.
Menu details now change depending on where a user is
logging in. For example, a visitor logging in from New England or
the Albany, N.Y. area would currently see the Lobster Roll sandwich
on the menu, while someone in other markets would not see that
While much of the content on the site was already available, it
is easier to find and has a cleaner, more modern look. The site
includes new video elements such as
shots of its French fries and Chicken McNuggets that play at
the top of certain menu pages.
McDonald's internal digital team worked with DDB, its current digital agency of record, on
the redesign, Ms. Masullo said.
updates come after the national launch of the McDonald's app last
year. The app has now been downloaded more than 12 million times,
Ms. Masullo said. While the app is not part of the design update,
the app and its deals are highlighted on the site more prominently
than before. Social content is also being more incorporated into