QR Codes aren’t just for sending people to a web page to sell stuff. That’s how most companies use them, but marketers who truly understand the value of these codes don’t pigeon-hole them this way. McDonald’s is one of them. I saw three QR Codes in use on the same day.
- Drink cup
- “To go” bag
- Drive-through window
I forgot to scan the QR Code on the bag. But the one on the cup took me to a location that matters a lot to me — the nutrition information (calories and fat). Since I don’t carry my laptop with me in the car, let alone have it open and connected to wireless at the drivethrough window, having the QR Code connect me to a mobi-site with that information was really helpful. Now it’s bookmarked on my phone.
Think having the calories readily at my disposal will help encourage me to buy at McDonald’s rather than its competitors? Absolutely.
The QR Code in the drivethrough window promised me a free hamburger for filling out a customer satisfaction survey by scanning the code. Did I take the survey? Yes. Would I have done it if I had to hang onto the receipt long enough to get home and find time to log in on my laptop? Probably not.
Getting customers to engage with the brand through a customer survey helps to deepen customer loyalty. Being given a free sandwich helps to deepen customer loyalty too, both by reinforcing the consumer’s taste for the food and by making them feel valued. McDonald’s cares enough to give me something for filling out the survey. Not a chance to win something (which 99.9% of people never will), but an actual sandwich.
These are just smart ways to use QR Codes that fit perfectly into the lifestyles and habits of McDonalds’ consumers. What can you help your customers learn from them?