Outback Steak House had a coupon in Sunday’s newspaper which featured a QR Code. The coupon offered $5 off the purchase of two entrees, the QR Code offered nothing.
Of the eight different 2D barcode reader apps that I have on my mobile device, not one was able to detect and scan the code. The apps/phone had a difficult time focusing on the code and I suspect this was because the QR Code was less than a half-inch square. Best practice would have the code printed no less that one inch square.
What lessons can be learned? First, stick to 2D best practices. Second, stick to best practices. Besides printing the code at the optimal/minimal size, advertisers must, repeat must, test codes prior to campaign launch.
What’s the outcome? Not only does Outback do a good job ticking off consumers that are new to 2D scanning and/or new to the company’s restaurants, they also tick off experienced 2D users with a code that cannot be scanned. The opportunity to make a great impression/interactive experience falls by the wayside and, in this situation, both the company and prospective customers loose.
2D Barcode Litmus Test: FAIL