DDB creates supply chain app for McDonald's

McDonald’s Australia has released the first app which allows you to track your order whilst it is being prepared, to show people where their food has come from.

B&T Magazine
Posted by B&T Magazine

The TrackMyMacca’s app has been created by creative agency DDB Australia, using technology to access the supply chain using augmented reality to deliver information about the food in a “fun” way.

Chief marketing officer Mark Lollback said: “As a business we’re incredibly proud that over 90 per cent of our food and packaging needs are met right here in Australia.

"This innovative app from the DDB Group is another way for us to share this with our customers, putting them in the driving seat and allowing them to see for themselves where our food comes from and what happens on its way to their plate.

“The TrackMyMacca’s app is a world first for McDonald’s and we’re really happy to have partnered with the DDB Group to deliver this our customers around the country.

“Using GPS technology partnered with augmented reality, any Australian with an iPhone, iPad or iTouch can now use the app and track where different ingredients of the specific meal they are having has come from.”

The app went live this week, and will work on certain menu items, with more details on a website www.trackmymaccas.com.

DDB Australia creative director Nick Pringle said: “It’s always exciting to work on innovative projects for brands, and working on something that has the scale and reach of McDonald’s makes it even better.

“When a project involves changing more than 150 million pieces of packaging, you know it’s going to have an impact.”

The app is available for iPad, iPhone and iTouch from the Apple app store.

http://www.youtube.com/watch?v=zBnqg_KTSIc