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McDonald’s app will enable Asians to find out where their burgers come from

McDonald's grab

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McDonald’s is preparing to roll out an ad technology idea born in Australia across the region.

The ‘Track My Macca’s’ app (McDonald’s is known colloquially as Macca’s in Australia) enables people to find out where their food is sourced by pointing their smart phones at the packaging.

The app could have big implications for the fast food chain in China, where there have been a string of food health scares.

“There is still confusion about just how real our food is,” says a narrator in a McDonald’s short film that explains the technology.

“So we want you to take a closer look at where some of our ingredients are grown, fished or farmed, and find out what happens to them on their way to you.”

The app, developed by DDB, can be downloaded free from iTunes.

An explanation of the thinking behind the technology can be viewed here.

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