The US site of McDonald’s is very focussed on the benefits of the individual visitor. The design is clear and the site offers a lot of information on all different kind of topics. The site offers a lot of personal calls to action, such as “Meet McDonald’s fish supplier Kenny Logan”, “Find your favorite deal”, or “Try our newest catch”, which require the visitors to interact with the site. Also, on one of the pages it says “exactly what you want”, which appeals to the individual visitor and the idea of self-fulfillment.