It took some time for the COVID19 vaccines to reach the Philippines. When they were finally rolled out, millions of people flocked to the government vaccination centers. The vulnerable segment of the population became reluctant to visit these overcrowded venues, fearing the possibility of contracting the virus in these places.

At the start of the pandemic, McDonald's launched M Safe, a platform that promotes quality, safety and cleanliness among customers and employees.

The brand wanted to expand the M Safe program by responding to the country's need for additional vaccination venues that were safer and more orderly, to accommodate seniors and minors.

For two weeks, in time for National Vaccination Day, 14 McDonald’s stores were transformed into safe and orderly vaccination centers. Transforming these stores in vaccination centers proved to be better alternatives to a lot of the existing jampacked venues, many of which were not deemed friendly to the vulnerable segment of the population. The safety protocols and orderliness at the heart of every McDonald’s store’s operations was applied to the vaccination process, making it safer, more efficient and more comfortable for seniors and minors.

Regular vaccination sites (by the government) are often crowded and generally unfriendly especially towards the more vulnerable like seniors and kids.

Because public gatherings for kids are not yet common, McDonald’s party places remain empty and underutilized.

Going the extra mile, McDonald’s wanted to offer its spaces (spaces that can be more warm, accommodating and friendly for people of all ages) to be a vaccination site in line with their M Safe program and their commitment to keep their customers safe.

To aid the government’s vaccination efforts, on National Vaccination Days, McDonald’s transformed the party places of select stores nationwide into vaccination sites in partnership with the DOH and the relevant LGUs.

In November 2021, in time for National Vaccination Day, McDonald’s Philippines converted 14 of its stores across the country into safe and orderly vaccination centers, particularly to attract the most vulnerable segments of the population—minors and the elderly.

The stores were able to administer an average of more than 400 doses per day.

Administration of the vaccine was done by medical personnel and representatives from the Department of Health and the assigned LGU.

Thousands of vaccines were donated, to various local government units,

with an average of more than 400 doses administered daily per store.

McDonald’s was able to provide safe and accessible venues that encouraged more Filipinos to get protection against the virus, vaccinating 11,700 people in just 3 days.

Consumer confidence went up, resulting in an increase in brand trust scores for McDonald’s especially among its core audience in Metro Manila.

? Restaurant I trust to buy from increased by 19 points (from 51 in 2020 to 70 in 2021)

? Clean restaurant to order from increased by 26 points (from 43 to 69).

? Safe restaurant to order from increased by 20 points (from 50 to 70)

McDonald’s employer imagery scores also improved by 13 points after the campaign was launched, highlighting positive sentiments towards how well McDonald’s takes care of its own people.