McDonalds pandering to black community in America so they can tap in to that negro market. They're deliberately making a separate site called 365black so it's marketable and not easily identifiable in mcdonalds affiliation. They want to pander to the black community but they don't want to be seen as a necessarily "black product", because when products become uniformly attached to black people, sales dip due to that very same reason, both from white and blacks alike due to its name being attached to blacks. For examples in history, see Pepsi. In the late 40's early 50's, Pepsi went through an ad campaign that pandered exclusively to black audiences. They were dubbed as "nigger coke". Pepsi had to go through a tremendous brand identity change to get over the devastation of this. 365black is merely McDonalds trying to branch out and increase their audience, and being a very open-minded and liberal company, while at the same time, not making their McDonalds name the head of the program's moniker. Otherwise, they would be doing this under regular ol' McDonalds.
Advertising 101.
