McDonald's Australia's mobile app tracks supply chain

Jan. 22, 2013

A new iOS app created for McDonald's Australia allows customers to track where their meal's ingredients came from.

According to International Business Times, the app, created by DDB Australia, uses GPS technology to pinpoint where a customer is located. It then uses "image recognition software," as well as real-time tracking methods to "find out where the ingredients in your food came from."

"That's when the fun really starts," according to the introductory video. "Cutting edge 3-D augmented reality brings the data to real life. Our restaurant tables turn into stages, letting you pick an ingredient and find out more about it. The story on your phone changes depending on where you are in the country and who supplies that restaurant.

"Along the way, you can even meet the real farmers, bakers or fisherman who source our ingredients for us."

Customers can use the free app to invite their friends to download it as well.

McDonald's U.S., Canada and U.K. have also been putting forth efforts recently to tell the stories of their ingredient sources.

In the U.S., the chain's website rotates feature stories about some of its suppliers, including Frank Martinez, potato supplier; Dirk Giannini, lettuce supplier; Jenn Bunger, potato supplier; and Steve Foglesong, beef supplier.

Read more about the supply chain.

Topics: Equipment & Supplies , International , Online / Mobile / Social

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