This McDonald's Initiative Aims to Connect Consumers with the Company's Suppliers
Katherine Pendrill — May 14, 2016 — Marketing
References: theguardian
The latest McDonald's initiative is a series of virtual tours designed to help consumers connect with the company's agricultural suppliers and understand the realities of modern-day farming.
Already underway, the new McDonald's initiative involves inviting consumers to don a VR headset that will transport them to a virtual version of an actual supplier farm. The experience allows consumers to tour the grounds, test-drive a tractor and even harvest potatoes to make McDonald's famous fries. The experience is designed to give consumers a behind-the-scenes looks at the suppliers who source the eggs, milk and beef used across the company's UK restaurants. The event will be touring across the country in the hopes of reaching as many as one million people over the next year.
With a growing number of consumers demanding greater brand transparency, the VR farming experience gives McDonald's customers a simple way of understanding the modern agricultural supply chain.
Already underway, the new McDonald's initiative involves inviting consumers to don a VR headset that will transport them to a virtual version of an actual supplier farm. The experience allows consumers to tour the grounds, test-drive a tractor and even harvest potatoes to make McDonald's famous fries. The experience is designed to give consumers a behind-the-scenes looks at the suppliers who source the eggs, milk and beef used across the company's UK restaurants. The event will be touring across the country in the hopes of reaching as many as one million people over the next year.
With a growing number of consumers demanding greater brand transparency, the VR farming experience gives McDonald's customers a simple way of understanding the modern agricultural supply chain.
Trend Themes
1. Virtual Reality Farm Tours - Disruptive innovation opportunity: Developing interactive virtual reality experiences to connect consumers with agricultural suppliers, enhancing transparency and trust.
2. Brand Transparency - Disruptive innovation opportunity: Leveraging technology and immersive experiences to provide consumers with a behind-the-scenes look at the supply chain, building trust and loyalty.
3. Demand for Agricultural Insight - Disruptive innovation opportunity: Meeting the growing consumer demand for agricultural knowledge and understanding through immersive virtual experiences.
Industry Implications
1. Fast Food - Disruptive innovation opportunity: Using virtual reality technology to showcase transparent sourcing and farming practices, setting a new standard for the fast food industry.
2. Agriculture - Disruptive innovation opportunity: Incorporating virtual reality as a tool for consumer education and awareness within the agricultural industry.
3. Technology - Disruptive innovation opportunity: Developing virtual reality solutions for various industries to promote transparency and engagement with consumers.
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