Case Studies . McDonald's Singapore

Overview

McDonald's opened its first restaurant in Singapore in 1979 at Liat Towers. Today, over 120 McDonald's restaurants across the island serve 55 million customers yearly.

With the global branding campaign of “i’m lovin’ it” back in 2003 still fresh on everybody’s mind, an urgent face-lift to the existing web site was needed.

 

Challenges

With the main McDonald’s headquarters in the USA and managing the main global web site, a solid brand identity was already firmly established on-line.

Supporting country franchises that we felt were upholding and following the McDonald’s brand guidelines were the UK and Hong Kong web sites. The site had to be updateable and easy to manage.

Solutions

  • Hybrid of flash and CMS (content management system) was used to cover both the interactivity needed to support the various brand messages
  • HTML is used for the main content and site links so it would make it easier for the search engines to index
  • A feature set was developed to assist the easy updating of the site for key areas such as the ‘restaurant locator’
  • SEO (search engine optimisation) was also a priority

Results

  • The web site was delivered on time within 2 months
  • The McDonald’s web site ranks around number 3 (at Google’s discretion) when searching for ‘McDonalds’ within Singapore
  • The site was an immediate success with traffic and repeat visits
  • The feedback system was also a success, giving McDonald’s customers a valuable channel of communication.
  • The site was able to uphold and promote the brand values from headquarters while still running local week-to-week promotions and value-added services
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