Fast food giant McDonalds is no stranger to mobile technologies and the marketing opportunities they bestow. But the hamburger king is now using one of mobile’s hottest features to communicate the nutritional information that more Americans are demanding from restaurant chains.
McDonald’s new global packaging design uses QR codes, which can be scanned by a smartphone, to provide consumers information about the food they’ve ordered.
Text of the caloric and nutritional disclosures will be available in 18 languages.
“Our new packaging is designed to engage with customers in relevant ways and celebrate our brand,” says Kevin Newell, McDonald’s chief brand officer. “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.”
McDonald’s effort is the high-tech extension of the company’s 2006 effort, which resulted in nutritional data being placed directly on product packaging.
The QR codes debuted at more than 14,000 McDonalds restaurants in the U.S. this week and will expand to international markets throughout the year.
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