McDonald's : Track My Macca's

Following McDonald's rebranding some of its restaurants to "Macca's" in Australia last week, the chain has launched an augmented reality app, TrackMyMacca's that takes customers "behind the scenes" while they are in the restaurant, showing them where their food has come from. DDB Australia's Tribal DDB and ACNE Production developed the app, which relies on supply chain information to track where different ingredients of the specific meal customers are having has come from. It contains image recognition software, which then links the product to GPS and a database of where ingredients are from; customers can then click on different ingredients to see and read more about their origin. It's available for iPhone, iPad or iTouch from the iTunes app store and will work on select menu items in all stores across Australia until June 30th.

McDonald's : Track My Macca's

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