ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

McDonald?s continues mobile reign with QR code push

McDonald?s is putting QR codes on its packaging as part of an ongoing effort to help customers lead a nutritious life and make informed choices.

The fast food giant is introducing the new nutrition mobile bar code on packaging at its Olympic venue restaurants. McDonald?s will continue the rollout in the majority of its restaurants by the end of 2013.

"Our experience shows QR codes do drive brand engagement, and these will ramp up as phones get smarter, scanning a QR code has become quite a bit easier with the number of apps available to capture any QR code quickly," said Marci Troutman, CEO of SiteMinis, Atlanta.

"We believe that this method of gaining information about products/services will grow exponentially over the next few years, to product packaging, signage, direct mail and print advertising," she said. 

Ms. Troutman is not affiliated with McDonald's. She commented based on her expertise on the subject. 

McDonald's did not respond by press time. 

Fast food
According to McDonald?s the QR code puts the power in consumers? hands to instantly use their mobile device to get the nutrition facts.

By using mobile bar codes, McDonald?s is able to engage with consumers on a deeper level.

Additionally, by placing the QR code on packaging, consumers will be able to clearly see it and further interact with the company.

All about nutrition
McDonald?s has been putting nutrition in the center of its efforts for the past few months now.

Earlier this month, the fast food giant introduced a Favorites Under 400 Calories menu that features existing food and beverage items under 400 calories. 

Customers can access the nutrition information via the McDonald?s mobile app.

Through the mobile app, consumers can find the nearest restaurant and see if there are any job positions available.

Past efforts
McDonald?s has been ruling the mobile industry for a while now.

The fast food giants is always looking at ways to drive customers to its locations by using different mediums.

Last year, McDonald?s launched a mobile app that drove consumers to the nearest location and illustrated the company?s commitment to offer improved nutritional choices (see story).

Earlier this year, the company used a mobile ad campaign to entice users to try the company?s dollar menu items by playing a word scramble game (see story).

Most recently, McDonald?s proved that it is a force to reckon with in the mobile space with a mobile advertising campaign that promoted its breakfast items (see story).

"As marketers get smarter about mobile placement and delivery, the experience will become more thoughtful and will start to produce significant results that can no longer be viewed as experimental," Ms. Troutman said.

"QR codes are a great way to take an entire print calendar in any company portable and across the board create a lift of engagement that wasn't there before," she said. 

Final Take