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McDonald's Philippines has announced the start of a unique, pedal-powered project named "Ride the Arches," transforming its outlets into essential refueling stations for cyclists nationwide. This initiative is an innovative response to the increasing use of over 700 McDonald's locations by cyclists looking for rest spots on their journeys.
The Birth of Bike & Dine
Recognizing the surge in cycling activity, McDonald's began rolling out its Bike & Dine project in 2021, focusing on creating a biker-friendly infrastructure.
The project includes bike racks, dining ledges tailored for cyclists, "Ride-Thrus" for easy access, and stations for e-bike repair and charging. This development has been particularly crucial in the Philippines, where the ratio of bicycle owners surpasses car ownership significantly, addressing the stark need for accessible cycling infrastructure.
Scenic Routes and Cycling Challenges
Branding Asia reported that with the help of advertising agency Leo Burnett Manila, "Ride the Arches" was designed to empower cyclists and inspire more people to take up cycling. By positioning McDonald's outlets in picturesque settings, such as the breathtaking views in Tagaytay, white-sand beaches in Boracay, and the historic streets of Intramuros, Manila, the initiative invites cyclists to explore beautiful landscapes while ensuring necessary amenities are within reach.
Engaging the Cycling Community
Marketech noted that the initiative gained momentum when McDonald's challenged cycling groups to map out routes that would take riders from one McDonald's to another, effectively linking scenic spots with "arches." Leveraging cycling influencers and major cycling applications like Strava and Komoot, the program promoted these routes extensively.
McDonald's hosted #TourDeMcDo bike tours to engage the community further, offering participants rewards such as free meals and exclusive merchandise.
A Continuous Journey Towards Sustainability
The overwhelming response, with over 100 routes and 51,000 kilometers ridden, underscores the campaign's success, which is set to expand until 2024. Plans include collaboration with cycling organizations for educational rides on bicycle safety. McDonald's aims to celebrate this growing community by hosting World Bike Day and National Bicycle Month events, reinforcing its commitment to sustainable mobility and a healthier lifestyle for Filipinos.
McDonald's and Leo Burnett Manila's collaborative effort exemplifies how corporate initiatives can support eco-friendly transportation, discover stunning locales, and build a more inclusive community for cyclists nationwide.
Photo: Janet Ganbold/Unsplash
