Philippines – McDonald’s Philippines has launched “Ride the Arches,” a pedal-powered project that will turn McDonald’s outlets into cycling refuelling stops. The movement started when McDonald’s observed that more and more of its 700+ locations in the Philippines were turning into bikers’ favourite places to stop.
In 2021, the firm started investing in Bike & Dine infrastructure as a response to McDonald’s Philippines innovation. Bike & Dine amenities include integrated bike racks, dining ledges, bicycle-safe “Ride-Thrus,” and stations for repairing and charging e-bikes.
In a nation where four people own bicycles for every car, these facilities contribute to the lack of infrastructure that is bike-friendly. It can be difficult for cyclists to find secure locations for repairs, maintenance, and breaks, especially for e-bikes.
McDonald’s then challenged Leo Burnett Manila to urge the nation to cycle by making McDonald’s establishments mandatory stops on any bike route. With stores in scenic locations such as Tagaytay, which offers views of Taal Volcano, Boracay, known for its white-sand beaches, and Intramuros, a historic walled city in Manila, Leo Burnett Manila launched “Ride the Arches.” This program encourages cyclists to visit some of the world’s best-known McDonald’s restaurants, particularly those equipped with Bike & Dine facilities.
To launch “Ride the Arches,” McDonald’s challenged cycling organisations around the country to create routes that loop from arch to arch, with McDonald’s serving as both the beginning and finishing point. Additionally, the company enlisted cycling influencers to build and share their routes, which were then promoted on major cycling applications such as Strava and Komoot.
McDonald’s organised a number of #TourDeMcDo bike rides for the community. Free food, special meals for cyclists, and merchandise for those who shared pictures or rode the most kilometres served as the fuel for these tours.
With more than 100 routes and 51,000 kilometres of riding completed thus far, “Ride the Arches” plans to work with cycling organisations in cities that have McDonald’s Bike & Dine locations through 2024. The initiative will promote bicycle safety by planning and funding rides. In an effort to position McDonald’s restaurants as refuelling stations for riding communities—a place to rest, enjoy bike repair services, and eat their favourite McDonald’s foods—events are scheduled for World Bike Day on June 3 and National Bicycle Month in November.
Speaking about the campaign, Kenneth S. Yang, CEO and president of McDonald’s Philippines, said, “McDonald’s launched Bike & Dine facilities during the pandemic after seeing a surge in bike usage across the country. We saw an opportunity to improve the customer experience for our two-wheeled customers, and be an advocate for sustainable mobility— encouraging more customers to ride.”
Meanwhile, Raoul Panes, chief creative officer, Leo Burnett Group Manila and Publicis Groupe Philippines, stated, “We loved the idea of using McDonald’s scale, infrastructure and operations to support a vast community of bike enthusiasts, adding value with rewards, and creating an always-growing network of routes that lead across our stunning country. By incentivising cyclists to ‘Ride the Arches’, McDonald’s has become the gateway to discovering some of the most beautiful places in the Philippines.”