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McDonald’s Launches Consumer App For Food Source

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McDonald’s introduces a new interactive app in Australia that shows customers where their food comes from.

Read about McDonald's efforts to introduce consumers to the farmers behind their food here.

Is there an app for that? These days, no matter what you’re looking for, chances are there’s an app for it. Take, for example, BEEF magazine’s app for the 2013 Cattle Industry Convention in Tampa, FL. You can download it here. You won’t miss a second of the action with this great app to help you out. Who is all going to be in Florida?

One app piquing my interest recently is created by McDonald’s and released in Australia. Called TrackMyMacca’s, which is Australia’s nickname for McDonald’s, the app allows diners to scan an image of their McDonald’s food item using an iOS camera. Using GPS technology, the app pinpoints the customer’s location and identifies the source of the items via real-time tracking.

Customers can track everything from meat, to French fries, to pickles, cheese and bread. The information is revealed using 3D animation, and introduces the customer to the farmer behind their foods.

“Most people like the taste of McDonald’s, but there’s still some confusion about just how real our food is. So, we want you to take a closer look at our where some of our ingredients are grown, fished or farmed and what happens to them on the way to get to you,” explains McDonald’s.

For example, a quick search on the app for a double cheeseburger explains more about the beef between the buns. The app reads, “What’s your beef? It’s 100% Aussie, that’s what. It was made into a patty in Sydney, then snap-frozen like a pea to keep its flavor all the way to you in cloudy Broadway.”

Although this app isn’t available in the U.S., my guess it’s only just a matter of time. Talk about changing the face of fast food! It is apparent McDonald’s has gotten the message that transparency is critical in keeping consumers’ trust. Perhaps you might recall McDonald’s ad campaigns here in the U.S. featuring the real farmers behind their food?

If big corporations have it figured out that the consumer wants and needs more information about their food, then certainly we can follow suit. Transparency is going to be king in 2013, no doubt about it.

What do you think of the new app? Do you think it will be a useful tool or information overload?

 

 

Discuss this Blog Entry 7

Caleb Schultz (not verified)
on Jan 23, 2013

Wow! I'm in Tasmania right now and just read this blog entry. In fact there's a McDonald's 3 blocks from my hotel in this small town. I'll have to try this out!

Stephanie Smith (not verified)
on Jan 23, 2013

Super cool!! I hope they do release that in the US market. Talk about telling your story! What an awesome opportunity to put a face with your food! Makes me want to eat McDonalds!

Val (not verified)
on Jan 24, 2013

I think this is what the public and consumers want. Think how often farm groups want to put a "face to agriculture" - this app is doing exactly that.

bootscowsandjesus (not verified)
on Feb 5, 2013

I think this is an amazing tool and I really hope that McDonald's in America will develop this because it would be nice for people to know where their food comes from. It may also cut some slack for the agricultural industry so Americans can actually see where their food is coming from. It makes me proud to be a farmer when I see things like this.

Anonymous (not verified)
on May 4, 2013

If big corporations have it figured out that the consumer wants and needs more information about their food, then certainly we can follow suit. Transparency is going to be king in 2013, no doubt about it. Elfreda

google (not verified)
on Sep 23, 2013

If big corporations have it figured out that the consumer wants and needs more information about their food, then certainly we can follow suit. Transparency is going to be king in 2013, no doubt about i

Anonymous (not verified)
on Dec 11, 2013

then certainly we can follow suit. Transparency is going to be king in 2013, no doubt about i

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BEEF Daily Blog is produced by rancher Amanda Radke, one of the U.S. beef industry’s top social media “agvocates.”

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Amanda Radke

A fifth-generation rancher from Mitchell, SD, Amanda grew up on a purebred Limousin cattle operation in which she and husband Tyler are active. She graduated with a degree in agriculture journalism...

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