Jan 17, 2013
McDonald's Begins Rollout of New Global Packaging Design
OAK BROOK, Ill.-- In an effort to help customers make informed dietary decisions, McDonald's announced new packaging designs that will help improve access to nutrition information.
The global foodservice provider will launch the new design on all carry-out bags and fountain beverage cups starting this week in the United States. The rollout will continue worldwide throughout this year, and the text will be translated in 18 languages. The design features a combination of text, illustrations and a QR code to deliver facts about the brand as well as nutrition information easily accessible with a mobile device.
"Our new packaging is designed to engage with customers in relevant ways and celebrate our brand," said Kevin Newell, McDonald's chief brand officer. "Customers tell us they want to know more about the food they are eating and we want to make that as easy as possible by putting this information right at their fingertips."
To create the new design, McDonald's consulted consumers and its Global Advisory Council, a group of independent advisors who specialize in nutrition, public health and fitness. The experts stressed the importance of providing access to nutrition information and supported using the new packaging to connect customers to information about McDonald's menu, the retailer noted.
McDonald's was one of the first quick-service restaurants (QSRs) to introduce nutrition information on packaging at the 2006 Olympic Winter Games in Torino, Italy. The information is also available through in-restaurant message boards, brochures, tray liners and various digital platforms including mobile web, apps, kiosks and desktop.
McDonald's operates more than 34,000 locations that serve approximately 69 million customers in 199 countries daily.
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