McDonald's unveiled new package designs on all carryout bags and fountain beverage cups with QR codes. This initiative is the latest step in the company's ongoing commitment to provide consumers with information to help them make informed choices. The January launch in the U.S. will continue rolling out worldwide through 2013, with the text being translated into 18 different languages.
As a company that has provided nutrition information for more than 30 years to its customers, the new packaging is designed to communicate brand stories in an engaging and modern way. A blend of text, illustrations, and a QR code 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," says Kevin Newell, chief brand officer for Oak Brook, IL-based McDonald’s. "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."
In addition to gathering consumer input on these designs, 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.
McDonald's says it was one of the first quick-service restaurants to introduce nutrition information on packaging at the 2006 Olympic Winter Games in Torino, Italy. This latest initiative builds on the company's history of providing nutrition information to customers, also available through in-restaurant menu boards, brochures, tray liners, and a variety of digital platforms such as mobile web, apps, kiosks, and desktop.
McDonald's notes a long record of sustainability leadership action to create positive change. Nearly 80% of the company's consumer packaging in the majority of McDonald's markets is made from renewable paper or wood-fiber material.
McDonald's describes itself as the world's leading global foodservice retailer with more than 34,000 locations serving approximately 69 million customers in 119 countries each day.