WILLEMSTAD - On February 23rd 2019, McDonald’s invited members of the press to taste the new Signature Crafted burger ‘Mushroom Deluxe’, that joined its premium line of sandwiches. It was also the opportunity for the members of the press to take an Open Doors tour, which allows customers to visit McDonald’s kitchens to get a behind the scenes look at how the world-famous meals are prepared, as well as its quality standards and procedures.
McDonald’s Open Doors initiative was created in 2014 and, so far, more than 8 million people across Latin America and the Caribbean have taken the tour. Recent consumer research by the consultant firm Trendsity in the region, found that 94% of consumers associate openness with a transparent brand. 91% of consumers are concerned about the preparation process of their food in the restaurants they frequent. Key topics of concern are the cleaning process, staff hygiene, and ingredient quality.
Also, 86% of consumers said they trust what they can see for themselves. That explains why, after participating in an Open Doors Tour, consumers’ trust in Quick Service Restaurants increased by 13%. 9 out of 10 consumers believe that McDonald’s kitchen tours are an initiative that other restaurants should follow.
In the afternoon on February 23rd, the invitees had the opportunity to try the Mushroom Deluxe sandwich and received the Open Doors tour at McDonald’s Sta. Maria to learn how burgers are prepared and also validate the quality of ingredients and learn about food safety protocols that can even be applied at home.
Interested to learn more about McDonald’s “Open Doors” tour? Customers can request a visit throughout the year at any McDonald’s restaurant in Curacao.