McDonald’s to bring out new packaging
McDonald’s says that it is going to be unveiling new packaging designs on all carry-out bags and fountain beverage cups with QR codes which it claims will provide consumers with information to help them make informed choices, and if nothing else will give them something to read whilst eating their hamburger. The launch begins this week in the U.S. and will continue rolling out worldwide through 2013, with the text being translated into 18 languages.
McDonald’s says that the QR codes ‘will deliver interesting facts about the brand and make nutrition information easily accessible from mobile devices’.
‘Our new packaging is designed to engage with customers in relevant ways and celebrate our brand,’ said 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 claims that it consulted a group of independent advisors in the areas of nutrition, public health and fitness who 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.
McDonald’s claims that this information is already available through in-restaurant menu boards although no-one consulted in this office had noticed them. Possibly our staff were too busy gorging themselves to notice!
McDonald’s claims that nearly 80 percent of its consumer packaging is made from renewable paper or wood-fibre materials.
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