Sweetie, Should You Be Eating That?

McDonald’s makes a meal out of info in an international roll-out of new edu-packaging.

Sweetie, Should You Be Eating That?

As part of this year’s trends in the quick service restaurant industry, consumers are becoming more health conscious and are showing demand for nutritional information to help make better food choices.

To keep their customers happy and help them make healthier choices when ordering, McDonald’s has taken to displaying nutritional info on their menus and website. This isn’t new. What is, though, is McDonald’s introducing new packaging designs on all take-away bags and cups. The redesign has QR codes that mobile users can scan to be directed to nutritional information.

Make a meal out of info

The roll-out of the new design began last week in the US, with the rest of the company’s 33 000 outlets following suit in 18 different languages through 2013.

“Our customers tell us they want to know more about the food they’re eating and we want to make that as easy as possible by putting nutritional information right at their fingertips,” says Kevin Newell, McDonald’s chief brand officer.

“Our new packaging is designed to engage with customers in relevant ways and celebrate our brand.” The packaging is the latest addition in the brand’s efforts toward nutritional transparency after taking a hit for high salt and fat content in the early 2000s.

The introduction of nutritional information first began in 2006 and is now available to customers on in-restaurant menu boards, tray liners, brochures, and digital platforms such as apps and mobile web. The mobile app, introduced in 2011 provides customers with customisable nutritional info with a meal-builder function for on-the-go consumers.

Tracy Lee Nicol
About the Author
Tracy-Lee Nicol is the managing editor of Franchise Zone Magazine and deputy editor of Entrepreneur Magazine. She studied her Masters degree in Art History and Visual Culture at Rhodes University and spent the next two years working and travelling in Asia. Her love of people, business and teaching is reflected in telling the stories of entrepreneurs, franchisees and franchisors, inspiring others to take the leap to being their own boss and bringing about positive change in South Africa.

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