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  • SUB CATEGORY :
    FIELD MARKETING
  • ENTRANT COMPANY :
    LEO MANILA, MANILA
  • TITLE :
    RIDE THE ARCHES
  • BRAND :
    MCDONALD'S
  • ADVERTISER :
    MCDONALD'S
  • AGENCY :
    LEO MANILA, MANILA
  • CHAIRMAN :
    RAYMOND ARRASTIA
  • GENERAL MANAGER :
    JUDY MEDINA
  • CHIEF CREATIVE OFFICER :
    RAOUL PANES
  • HEAD OF CREATIVE EXCELLENCE :
    JASON WILLIAMS
  • EXECUTIVE CREATIVE DIRECTOR :
    KAT GOMEZ-LIMCHOC
  • CREATIVE DIRECTOR :
    JONAH BROCKA/CARL URGINO/IVAN LOOS
  • ART DIRECTOR :
    KEITH COMEZ/DHALAINE BAUTISTA/CARL URGINO
  • COPYWRITER :
    RAOUL PANES/KAT GOMEZ-LIMCHOC/JONAH BROCKA
  • GROUP ACCOUNT DIRECTOR :
    FLOW ESTOR/EARL DORADO
  • ACCOUNT SUPERVISOR :
    RICKY SANTIAGO
  • MEDIA AGENCY :
    OMD PHILIPPINES, MANILA
  • ASSISTANT VICE PRESIDENT CORPORATE RELATIONS & IMPACT :
    ADI HERNANDEZ
  • MANAGING DIRECTOR :
    MARGOT TORRES
  • CORPORATE COMMUNICATIONS
    SENIOR MANAGER :
    DENISE BARRAMEDA
  • PR AGENCY :
    MSL PHILIPPINES, MANILA
  • PR DIRECTOR FOR CORPORATE :
    MARCO SINDIONG
  • HEAD OF PR :
    CAROL BATTAD
  • MEDIA RELATIONS :
    LENDL FABELLA/BARBARA MESSER
  • FILM PRODUCTION COMPANY :
    PRODIGIOUS PHILIPPINES, MANILA
  • COUNTRY HEAD :
    SUE ANN NOLIDO
  • FILM PRODUCER :
    MIELE DUNGO
  • CAMPAIGN SUMMARY :
    McDonald's "Ride the Arches" turned its restaurants into a cyclist’s haven in the Philippines, a country where cycling is booming but infrastructure is lacking. With cyclists facing challenges like a lack of bike racks, repair stations, and safe resting spots, McDonald's stepped in to fill the gap.

    The idea was simple yet impactful: redesign McDonald's stores to cater to cyclists, offering bike racks, shaded areas, repair stations, and e-bike charging points. The campaign connected with cyclists of all types, from weekend riders to serious enthusiasts, creating a nationwide community.

    Key activations included Bike & Dine zones, Ride-Thru lanes, and #TourDeMcDo, a partnership with cycling groups that mapped out scenic routes across the country.

    The results were undeniable: McDonald’s expanded its cyclist-friendly infrastructure by 110%, over 51,000 km were cycled on McDonald's routes, and daily sales of cyclist meals topped 1,080. Ride-Thru sales surged by 25%, and the brand’s Favorite Brand score grew by 6.6%. "Ride the Arches" did more than build brand affinity—it turned McDonald's into a vital part of the cycling movement, creating lasting connections and driving tangible business results
  • CREATIVITY/IDEA/INSIGHT :
    “Ride the Arches” transforms McDonald’s in the Philippines into a cyclist’s destination by converting restaurants all over the country into must–visit stops along any kind of cycling journey.

    Stop for a bite, stay for the view - this was already the motivation of cyclists who stopover at McDonald’s. We took it a step further and redesigned our stores with cyclists’ needs (and wants) in mind. In doing so, we provided not just the convenience but also the motivation - becoming a cyclist’s ally in a non-bike-friendly archipelago.
  • STRATEGY :
    Armed with the knowledge of the vast potential of cycling (with 4 bicycle owners for every car owner in the Philippines as of 2023), it became a matter of finding cyclists and inviting them in.

    For a brand as universal and ubiquitous as McDonald’s, we deliberately kept our approach broad—we wanted to appeal to cyclists of all skill levels (and all types of bikes, too). Given the diverse landscapes to explore and the widespread McDonald’s locations that serve as stopovers for cyclists, it felt like the right move.

    We partnered with multiple cycling communities—from weekend warriors to folding bike enthusiasts to all-female commuter groups. These partnerships weren’t just about recruiting cyclists; they were about co-creating an experience that addressed the challenges of owning a bike in a country like the Philippines, where infrastructure is still nearly nonexistent.
  • EXECUTION & CRAFT :
    We redesigned McDonald’s stores to become one-stop shops for cyclists.

    We created Bike & Dine facilities that integrated bike racks with shaded dining tables, allowing cyclists to enjoy their McDonald’s meals conveniently and comfortably near their bikes.

    We installed bike repair stations, fully stocked with tools, and e-bike charging stations.

    We also offered energizing cyclist meals through outdoor ordering lanes, which we now call Ride-Thru.

    We rallied the cycling community to discover more of the country, turning our brand into a gateway to some of the nation’s most scenic destinations.

    Partnering with cycling groups and leveraging data from Google, the Department of Tourism, and travel websites, we mapped out 100+ scenic routes on Strava, using McDonald’s stores as start and/or end points, and tagging them with #TourDeMcDo.
    Throughout the year, we organized #TourDeMcDo group rides, owned key cycling events like National Bicycle Day and World Bicycle Day, and curated routes based on distance, proximity, and cycling ability.
  • RESULT :
    From the humble beginnings of its first integrated bike rack design, McDonald’s cycling-supportive infrastructure has expanded by 110% across the archipelago.

    One store at a time, one cyclist at a time, McDonald’s is effectively nurturing a flourishing cycling community, and addressing a nationwide need that no other brand (nor government agency) has made any progress on.

    This pedal-powered movement is gaining momentum - over 51,000 kilometers have been cycled on McDonald’s routes thus far (with 100 routes available on Strava), fueled by special cyclists meals (1,080+ meals sold per day) . As cyclists continue riding from arch to arch, repeat visits helped boost ride-thru sales by 25%

    Ride the Arches has also improved Brand Health metrics, specifically “Favorite Brand” by 6.6 percentage points.