Where did the meat in your hamburger come from? In Australia, McDonald’s (which is known as “Macca’s”) has introduced the ‘TrackMyMacca’s‘ iPhone app. It uses your phone’s GPS to find out what restaurant you’re in, image recognition to see what you’re eating, and the date and time to track the exact ingredients that went into your food.
Augmented reality then turn the tables into a ‘farm’ and allows you to learn about the food. The app promoted transparency, which McDonald’s Canada made headlines for earlier this year with how they photograph their food.
‘TrackMyMacca’s’ works with food that comes in specially marked boxes, including the McChicken burger, Big Mac, Filet-O-Fish, and Chicken McNuggets. Augmented reality is used to provide interactive information about McDonald’s and it’s supply chain, turning the iPhone into an ingredient tracker.
The free app lets you get to know some McDonald’s favorites inside out, finding out where the ingredients in the actual food you just bought came from. Check out the short film about the app below:
Why Am I Curious?
I do like how McDonalds is using every single technology and media out there in a creative way to hone in on and get across their single minded brand message of transparency and engaging the consumer in interesting ways without being preachy. Also i think it is important to note how far they are willing to go to demonstrate the authenticity of their claims because after all, I cannot imagine untangling the supply chain data so that consumers can have a customized augmented reality experience depending on time and location can be easy. I think it is great example of using data not just to target the customers to try to sell something but to inform and educate them.