On track: McDonald's app scans for food provenance

Sydney – McDonald’s Australia has released the TrackMyMacca’s app, which customers can use to scan a range of products, including the Big Mac and Chicken McNuggets, to learn where ingredients come from.

‘Over 90% of our food and packaging needs are met here in Australia, says Mark Lollback, chief marketing officer at McDonalds Australia. The app enables customers to see for themselves where our food comes from and what happens on its way to their plate’.

McDonald’s has previously taken steps to reassure customers about the quality of its products in Canada and China, among other countries. But TrackMyMacca’s goes much further in its claims to provide specific information about the provenance of individual items.

We previously reported how luxury brands are proactively opening their supply chains to consumers in our At The Source microtrend. To date, however, the trend has had limited impact on mass-market brands such as McDonald’s.