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Brief Published: 22 Jan 2013

McDonald’s Introduces TrackMyMacca’s


Global fast-food giant McDonald’s has launched an app in Australia that allows consumers to track where the ingredients in their meals have come from.

Using the TrackMyMacca’s app, available for the iPhone, iPad and iTouch, consumers can find the origins of the ingredients in the meals they have just purchased in real time, using the phone’s GPS and image recognition software.

Consumers can scan a code on the food packaging to find information about the McChicken, Big Mac and Filet-O-Fish burgers, French Fries and Chicken McNugget meals.

McDonald’s has made a number of attempts to increase its brand transparency. The Canadian division introduced Our Food, Your Questions in June 2012, which allowed customers to submit questions via Twitter and Facebook. Responses were then provided via a series of videos, including a behind-the-scenes look at how the food is styled for adverts. Read more about the importance of brand transparency in Brand Transparency: Essential Strategy for the New Retail Generation.

Allowing consumers to track the origins of the products they are purchasing is a smart strategy for retailers, and can increase brand credibility and consumer engagement. Read more in Show & Tell Retail: Revealing the Product Journey.

McDonald’s must work to compete with the new popularity of fast-casual dining which, according to Chicago-based food industry consultancy Technomic, is the fastest-growing segment of the US restaurant sector. See Future Fast Food for more on this thriving industry.


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