McSmart!
McDonald’s recently unveiled new packaging designs on carry-out bags and some formats of beverage cups incorporating QR codes, explaining “Bags and cups will feature QR codes providing access to finding nutrition information.” Could this be the start of something much bigger?
With more than 34,000 locations serving 69 million customers in 119 countries each day, McDonald’s has the potential for unparalleled access to consumer opinions and an enviable opportunity to engage large numbers of people in research on both the positive and more controversial aspects of the Fast Food sector.
The company’s general interest in the A&IP sector is clear as it became one of the first to sign up to attend the AIPIA Congress in September. With other retailers and food service companies also on board there is clear evidence that Active and Intelligent Packaging can help, not only in marketing and research, but to deliver valuable information about the product in relation to lifestyles and consumer wellbeing.
McDonald’s consulted its Global Advisory Council – a group of independent advisors in the areas of nutrition, public health, and fitness. These outside experts emphasized the importance of providing access to nutrition information and support using the new packaging to directly connect customers to information about McDonald’s menu.
