McDonald’s Uses QR Codes to Increase their Mobile Marketing Efforts
Next time you’re biting into that Big Mac, you won’t need to put too much effort into finding out the nutritional value of the meal you’re consuming. McDonald’s is now going to do most of that legwork for you. Last week, the fast food giant launched new packaging design in 14,000 of its United States outlets, which include a QR code that links you to the meal’s nutritional information with a simple click.
It’s not the first time the global fast food chain is providing their loyal customers with a direct link to their food’s nutritional information. In the early 1970’s, McDonald’s began to share their nutritional values, so that their customers could make healthy decisions on which meal to consume, or at least be aware of what they were eating. Two decades later, McDonald’s made their nutritional information available on the Internet, and then in 2006, the food’s nutritional information was listed on the packaging, making it one of the first fast food establishments to do so. The fast food chain have continued to make their nutritional information available, while keeping current with technology – so QR codes seemed like the next logical step.
McDonald’s Chief Brand Officer, Kevin Newell said, “Our new packaging is designed to engage with customers in relevant ways and celebrate our brand. Customers tell us they want to know more about the food they are eating and we want to make that as easy as possible by putting this information right at their fingertips.”
There is some debate as to whether or not people will actually use the QR codes, but with the ubiquity of mobile devices these days, there’s no question about whether or not people will actually have their smartphones on them when consuming their Big Mac meal.
The QR codes won’t be on all packaging just yet, but will be featured on all bags and cups, including those for take-out. Currently, the QR codes are only in the United States, but will roll out globally this year, in 18 different languages, so whether you’re in Italy or Indiana, you won’t have to wonder how many grams of fat are in your Chicken McNuggets.