Global foodservice retailer McDonald's has announced plans of launching new packaging designs on all of its carry-out bags and fountain beverage cups featuring QR codes, in the US.
The new packaging has been designed to communicate brand stories in an engaging way, and the move is the latest step in the retailer’s ongoing proposal to provide information to consumers to help them make informed choices.
As part of the design, a combination of text, illustrations and a QR code will be featured, which delivers facts about the brand and makes nutrition information easily accessible from mobile devices.
McDonald’s chief brand officer Kevin Newell said the packaging has been designed to engage with customers in relevant ways.
"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," Newell said.
According to McDonald’s, the text will be translated into 18 different languages, whose launch is set to extend worldwide through 2013.
McDonald’s consulted its Global Advisory Council, a group of independent advisors in the areas of nutrition, public health and fitness, besides gathering input from consumers on the latest designs.