McDonald’s Philippines is leading the charge in revolutionizing cycling culture with the launch of “Ride the Arches,” a pedal-powered movement transforming McDonald’s restaurants into cycling refueling stations. Recognizing the growing trend of cyclists choosing McDonald’s as their preferred stopover, the fast-food giant invested in Bike & Dine infrastructure, including bike repair and e-bike charging stations, integrated bike racks, dining ledges, and bicycle-safe “Ride-Thrus.”
In a country where bicycles outnumber cars four to one, these facilities address a crucial need for bike-friendly infrastructure. McDonald’s Philippines, in partnership with Leo Burnett Manila, embarked on a mission to promote cycling and position McDonald’s restaurants as must-visit destinations for cyclists. With stores situated in breathtaking locations like Tagaytay, Boracay, and Intramuros, Leo Burnett Manila introduced “Ride the Arches” to incentivize cyclists to explore these scenic spots.
Kenneth S. Yang, CEO and President of McDonald’s Philippines, expressed McDonald’s commitment to enhancing the customer experience for cyclists and advocating for sustainable mobility. Raoul Panes, Chief Creative Officer at Leo Burnett Group Manila and Publicis Groupe Philippines, highlighted the program’s goal of leveraging McDonald’s scale and infrastructure to support the cycling community and promote the discovery of beautiful destinations across the Philippines.
To kick off “Ride the Arches,” McDonald’s challenged cycling groups to create routes connecting McDonald’s restaurants, with cycling influencers sharing their favorite routes on popular apps like Strava and Komoot. The initiative also included community bike rides dubbed #TourDeMcDo, offering free meals and merchandise to participants.
With over 100 routes and 51,000 kilometers pedaled to date, “Ride the Arches” continues to collaborate with cycling groups, organizing rides and promoting cycling safety. McDonald’s Philippines aims to position its restaurants as essential refueling stations for biking communities, providing a place to rest, enjoy repairs, and savor McDonald’s favorites.
Whether you’re an avid cyclist or just starting, “Ride the Arches” invites you to explore the beauty of the Philippines on two wheels. Follow McDonald’s Philippines on social media for updates and start planning your next cycling adventure today.
Credits
Client: McDonald’s Philippines – Margot Torres, Adi Hernandez, Denise Barrameda
Agency: Leo Burnett Group Manila
Creatives: Raoul Panes, Kat Gomez-Limchoc, Jonah Brocka, Keith Comez, Dhalaine Bautista, Carl Urgino, Jason Williams, Natalie Lam, Ian Loos
Account Management: Judy Medina, Earl Dorado, Flow Estor, Ricky Santiago
Production: Prodigious Philippines – Miele Dungo