McQuality

McDonald’s Canada has developed a platform that allows consumers to ask the fast food restaurant any question that comes to mind (provided that it pertains to its offerings), with the promise of receiving a direct and immediate response from the brand.  The chain is allowing inquisitive consumers to submit a query on its “Our Food. Your Questions” microsite, which could include anything from what ingredients are put in its meals, to how menu items are prepared to how the egg in a McMuffin gets its perfect shape.

It is the  company's ongoing efforts to have Canadians gain a better understanding about the quality of its food which began in 2011 when it launched the McDonald's All-Access Moms program.  
The project is meant to foster no-holds-barred interactivity with Canadians and to offer more transparency about the company’s food and tackle long-held beliefs – not all positive – that consumers have about its offerings. 

McDonald's Canada launched the following commercial to promote its new site:

I believe it is more of a continued marketing strategy directly targeting it's competitors with key promotions on the quality of their food versus others in the QSR industry. The site is nicely laid out in a pinterest fashion with easy to navigate tools, but I noticed that some of the more pressing questions where conspicuously void of an answer and alternatively had a "follow" button to seek the answers.

Here is an example.

" Does McDs use chopped or formed chicken or is it all chicken breasts"

" Is the thing about Chicken McNuggets true?  They are made from a processed pink sludge of meat and  bones and ground up with chemicals"

"  Do your grill your chicken and beef on the same grill?  I don't eat red meat so I am picky about my chicken"

McDonalds should stick to the basics, promoting a product, we all know ( or really don't want to know ) what goes into some of our processed foods, and it is a choice we all make daily.  I rather like the old commercials like this 1983 Egg McMuffin clip starring Megan Mullally as a teenager.