QR Code Reviews – McAlister’s Deli Satisfaction Survey

QR Code Reviews - McAlister's Deli Satisfaction SurveyMaking effective QR codes takes work.  To shortcut the amount of learning and work required, you can look at how others are using QR codes.  By using the best techniques you find and avoiding the worst problems, you can make your QR codes be the best they can be.

Today we look at a QR code that can be found on a table of a great place to eat, McAlister’s Deli.  If you haven’t ever visited a McAlister’s Deli, give them a try.  The food is great (try the Reuben sandwich and the potato salad) and the drinks are huge.  Service at everyone I’ve ever been too has been fantastic.  Plus, the carrot cake is amazing.  Enough about the food (I’m getting hungry…)

The QR code measures about 1 1/4 inch square and includes a good call-to action and a URL.

The encoded URL is: http://www.mshare.net/websuvey/app?gateway=qrcode&qrcode=1

QR Code Reviews - McAlister's Deli Satisfaction Survey - iPhone screen

QR Code Reviews - McAlister's Deli Satisfaction Survey - iPhone screen in landscape

Overall rating: 5 out of 5

QR Code Reviews - McAlister's Deli Satisfaction Survey - Rating - 5 out of 5

7 Key Aspects to Great QR codes

Here are some important questions that all great QR codes need to answer:

Is there a good call-to-action near the QR code?

  • There is a good call-to-action right above the QR code

What does the QR code look like (colors, design, etc)?

  • The QR code elements are the standard black elements on a white background.

Is the QR code easy to find and incorporated into the overall design?

  • This QR code is easy to find on the front of the table card and although it was not specifically incorporated into the design, it is obvious that the design included the QR code from the beginning

What happens when you scan the code?

  • You are taken to a landing page where you can take a satisfaction survey (in English or Spanish)

If a URL is encoded, is the landing page mobile friendly and designed well?

  • The landing page is mobile friendly and has a great design in both landscape and portrait orientations.

If a URL is encoded, does it utilize a redirect to help with future changes?

  • The encoded URL does utilize a redirect but it is controlled by the company that runs the survey.  Not the end of the world, but it could be better

Does the action of the scan provide value to the customer?

  • Asking the customer for feedback provides great value to that customer by providing them with a voice to the company.  If there is a problem at a local restaurant, a complaint might stop there but with a survey, customers are almost guaranteed that their comments will be read on a larger scale.

What We Can Learn

McAlister’s Deli does a good job with this QR code.  It is easy to find, being printed on a table card.  The table card itself is a great idea for a survey since most people will have their smart phones at meals and all those who dine in the restaurant will most likely see the table cards.  Since food is brought to the table, there is even a few minutes to look around and notice the table card before you start eating.  The call-to-action is solid, asking the customer to visit a URL, call a toll-free number, or scan the QR code to take the survey.  After scanning, the customer is taken to a mobile-friendly landing page with a great design for the survey.

From a user perspective, putting a QR code on a table card is a great idea.  Just picture yourself stopping in a McAllister’s Deli for a nice lunch (Reuben sandwich, potato salad, and 1/2 & 1/2 sweet/unsweet tea…).  You order your food, get your drink, and find a nice quiet table to sit at and read your book before you food comes out.  You notice a table card asking for you to take a few minutes and complete a survey.  Since you have your smart phone with you (and nowadays, who doesn’t…), you scan the QR code and take the survey.  Quick and easy.

How can we help McAlister’s Deli?

This QR code is pretty good but there are a few small improvements that can be made.  First off, it would be best to encode a different forwarding URL.  If something ever happens to the survey company, there is no way to easily change the landing page of the QR code.  Of course, you could just reprint the table cards but if the encoded URL was different, simply changing one line of code could direct all the traffic to where ever they wanted.

Also, it would be interesting to have some sort of graphic that incorporated a QR code better.  Maybe a QR code sandwich.  Something to add a little visual appeal.

Summary

When making your own QR codes, keep the following in mind:

  • To get customers to use your QR codes, location is everything.  If your code shows up at the wrong place and the wrong time (before the purchase, when the customer doesn’t have their phones, when they are in a rush, etc), your campaign will never be as successful as it could be.  It’s like having a fantastic restaurant three streets off the main street.  Everyone who finds you will love the food but not very many people will get there.
  • If at all possible, have complete control over the URLs that are encoded in your QR codes.  Things happen.  If setup the right way (still just as easy), one line of text can mean the difference between a successful QR code campaign and either a dead code or a bunch of extra printing costs.

We are starting to see QR codes on a large variety of products.  I’ve seen them on a can of black eye peasbrake padssilicone spray, a box of doughnuts, plantain chips, and many more.  What products have you noticed with QR codes lately?

If you have questions about how to get started using QR codes in your business, how to use QR codes more effectively, or how fix a QR code issue, let me help.   If you want to learn more about QR codes, check out my free e-book.