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Cross-Border Initiative Works For McDonald's

Franchising in North America is a wide-open horizon. While the world of franchising has its roots in the business landscape of America, there's no denying that franchising has enjoyed incredible success north of the Border. Franchise Direct Canada is one of more vibrant franchise portals, and it's interesting to see a number of franchises use the Canadian market as a way to test future domestic concepts.

McDonald's have employed this concept to great effect with their new question answering concept via their McDonalds Canada's Our Food, Your Questions website. Inspired somewhat by Pinterest, the webiste allows web users to ask all kinds of questions about how McDonald's operates. It's somewhat risky business for McDonald's given their place in the debate over public heath, but it's actually turned into a PR masterstroke as it shows the franchise is engaged with consumers needs and wants. A number of videos have followed.

So will the idea be available to users south of the Border. Advertising Age say the jury is still out.

"What's been interesting is the borderless [nature] of social media. ... The way that social media is, each area of the world [McDonald's is in] is able to launch something and other areas can benefit," said Heather Oldani, senior director-external communications for McDonald's USA.

So while national economies are restricted by borders, it seems that the borderless nature of social media is allowing franchises to market themselves in new ways.

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