In a transparency-driven move, McDonald’s held its first Quality Symposium earlier this week in Chicago for industry influencers, media and suppliers.

“Consumers are asking, ‘What does all-beef mean? Where does the cheese come from?’ It takes an industry to serve a quality meal every time. One of the ways to do this is total transparency,” said J.C. Gonzalez-Mendez, McDonald’s vice president of U.S. supply chain management.

The symposium addressed innovations in production and distribution, the role that socially responsible practices have in quality, and how the supply chain anticipates changing consumer needs.

McDonald’s also announced at the meeting the role out of a virtual “open doors” tour on its Web site where viewers can learn how the chain’s food is made from the farm to the table.

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