McDonalds Using QR Codes to Tout Nutrition Facts

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 …

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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.

Do you support the use of QR codes to provide consumers with nutritional data for fast food? Please weigh in with a thought or comment below.

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3 comments

  1.    Reply

    QR codes are a great way to download mobile content from the cloud and once is used it goes away, it does not take any data space on the phone and one app (QR scanner) opens the doors to so many opportunities, check out http://www.engagebuilder.com they use QR codes to create engagement in their cross-channel marketing platform.

  2.    Reply

    Good point, Mark, and one that phone manufacturers are waking up to. An increasing number of new models come with a QR code reader built in.

  3.    Reply

    Nice article Michael but I can't help but think, by and large, people will not take out their phones and if they do not have a barcode scanning app, download the app, then scan the QR Code for only nutritional info. I just don't see it happening, not unless Mickey D's makes it worth someone's while. Maybe a free $1 menu item for scanning. Thoughts?