QR Code Reviews – Tai Pei Bourbon Chicken

QR Code Reviews - Tai Pei Bourbon ChickenMaking 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.

QR Code Reviews - Tai Pei Bourbon Chicken - QR codeToday we look at a QR code found on a yummy box of Tai Pei Bourbon Chicken.  If you like Asian food, you gotta check this out.  It was great.

Measuring a little over 1 inch square, this code included a call-to-action but no URL.  Just the thing for supper after a Krav Maga workout.

The encoded data is a URL: http://taipeifortune.com/514jwaw729/

QR Code Reviews - Tai Pei Bourbon Chicken - iPhone screen

QR Code Reviews - Tai Pei Bourbon Chicken - iPhone screen in lanscape

Overall rating: 5 out of 5

 QR Code Reviews - Tai Pei Bourbon Chicken - 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

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

  • The QR code is 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 back of the package, close to the ingredients list.

What happens when you scan the code?

  • You are taken to a well designed landing page.

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

  • The landing page is well designed with an interesting concept; you can open a digital fortune cookie.

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

  • The encoded URL either features a redirect or would be very simple to redirect for future changes.

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

  • It’s hard to say whether scanning the code will add value to the customer but a digital fortune cookie is a really cool idea.  One interesting detail that many people will like.

What We Can Learn

Tai Pei has been very creative with this QR code.  They get off to a great start with a good call-to-action, but let’s not get ahead of ourselves.  The QR code measures a little over 1 inch square and includes that good call-to-action but no URL.  It is located on the back of the package near the ingredients list (somewhere most people look for on food packages).  When scanned, the encoded URL features the company name and redirects the user to a well designed landing page featuring a fortune cookie.  All you have to do is touch the cookie (or click on it if you open the link on a laptop) to reveal your fortune.  Not as yummy as a real fortune cookie but just as accurate.

QR Code Reviews - Tai Pei Bourbon Chicken - My fortuneThe fortunes themselves seem to be randomly displayed but consistent on each device.  When I read my fortune, closed the window, and went to the link again, the fortune was the same.  On the iPhone, both scanning apps had different fortunes but the fortunes stayed consistent each time I scanned them (a few times each).  Could be coincidence… but I think it is fate.

From a user perspective, the QR code really doesn’t add much value but it is pretty cool.  Many people like fortune cookies (some may actually believe the fortunes…) so adding a digital fortune cookie and a QR code is not a bad idea.  The URL features the company name and with the call-to-action, you can be confident that you will be taken somewhere that the company intended that includes a fortune in some way.

How can we help Tai Pei?

The only tip that could help Tai Pei would be to add a few outgoing links on the page.  There is an option to share your fortune but it would also be interesting to have a link where you can order or request a physical fortune cookie.  A link to the main company page or product list may encourage visitors to explore more as well.


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

  • A good call-to-action does not need to be long or fancy; it should be concise and to the point (“Scan code above to reveal fortune!”)
  • Not every action your customers take need to be an overt advertisement.  Sometimes, a little humor or a game that customers enjoy will encourage them to interact more with your company or just have a little fun.

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.