Riding Right Into Philippine Culture

As McDonald’s expands into rural areas, it’s often seen as intimidating, especially compared to its homegrown competitor. The Drive-Thru, in particular, feels inaccessible to car-less locals. Promoting inclusivity, McDonald’s turned the Drive-Thru into a Ride-Thru: where every wheel – and now, even walk-thrus, are welcome. So, to connect with local communities, the brand took this message of inclusivity to new heights.

Fiestas in the Philippines are high-energy celebrations, with parades taking center stage. Embracing Filipino culture, McDonald’s transformed its Ride-Thru lane into a parade route. It invited one of the Philippines largest fiestas, the Higantes Festival in Angono, Rizal for a delicious detour! Paper-mâché giants paraded through the brand’s Ride-Thru lane. Their operators were also treated to free large meals as a special surprise.

By rolling into Philippine culture, more Filipinos in the local community saw McDo Ride-Thru’s accessibility and inclusivity.