Quickservice restaurants increasingly tap QR codes to engage customers

Even though the newer-technology augmented reality is also up-and-coming, quick-service restaurants such as McDonald’s, Taco Bell and Wendy’s are sticking with mobile bar codes to add shelf life to their packaging.

Quick-service restaurants continue to rely on QR codes because it is easy to test different types of content to see what consumers respond to most. One of the brands currently experimenting with this is McDonald’s, which made a big investment in QR codes earlier this year.

“McDonald's has an ongoing commitment to provide customers with information about the products they are eating and to help them make informed choices,” said Dirk Rients, senior vice president and director of mobile at DDB Chicago, Chicago.

“Adding QR codes on the packaging allows McDonald's to directly connect with their customers and deliver relevant content, including things like nutritional information,” he said.

DDB Chicago is McDonald’s agency.

QR education

At the beginning of this year,McDonald’s rolled out a massive campaign that plasters QR codes on bags and cups to provide consumers with nutritional information.

When consumers scan the mobile bar codes, they are directed to a page on McDonald’s mobile site where they can view all menu items with nutrition information.

QR codes are rolling out to McDonald’s locations worldwide with content translated into 18 languages.

McDonald’s is also using QR codes as digital extensions to promotions.

For example, the chain’s famous Monopoly campaign is currently running nationwide. The campaign lets consumers collect game pieces on products for a chance at winning prizes.

One side of takeout bags features a QR code that is linked with the Monopoly game and directs consumers to an online game board set up for the campaign. A mobile bar code on the other side of the bag is connected with the nutritional information with which the QR code initiative was launched.

According to Mr. Rients, the content of the QR code has also changed based on new product launches, such as the McCafe Blueberry Pomegranate Smoothie or the McWrap.

“We do know that our customers are engaging with the QR codes on packaging,” Mr. Rients said.

“We're consistently looking at testing and delivering new content via QR codes on packaging and elsewhere,” he said.

Snack on mobile

Simplifying a sweepstakes entry process is another big draw for fast food chains with QR codes.

For example, KFC cited 90 percent of its customers as mobile phone owners, leading the brand to mobilize the packaging on kids meals in April as part of a sweepstakes with GoGo SqueeZ.

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