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.