McDonald's will channel its marketing cash into activities that give Australians a look behind the golden arches in the hope they will fall back in love with the brand.
The fast-food chain has revealed it has a series of initiatives designed to grant everyday Australians behind-the-scenes access to its restaurants and suppliers over the next few months in the hope it will dispel what is says are myths about the quality of its food.
The initiatives include inviting people to investigate its supply chain and restaurants or go behind the counter to see how the food is prepared.
