Point And Shop: QR-Coded Outdoor Campaign Helps Commuters Plan Dinner

Answering the age-old question of what’s for dinner is an outdoor and mobile campaign by Allrecipes running in Los Angeles.

The "Fix Dinner" campaign uses pictures of the most popular local recipes in L.A. on Allrecipes.com during the month of May alongside a QR code.

Snapping that code with a smartphone will allow users to open the recipe and create a shopping list accessed via phone or the Allrecipes.com Dinner Spinner app.

Here’s a look at the top 10 recipes in L.A. for May:

1. Actually Delicious Turkey Burgers

2. Lime Chicken Soft Tacos

3. Grilled Salmon

4. Yummy Honey Chicken Kabobs

5. T’s Sweet Potato Fries

6. Grilled Corn on the Cob

7. Chicken Tikka Masala

8. California Grilled Veggie Sandwich

9. Simple BBQ Ribs

10. Asian Lettuce Wraps

The out-of-home campaign is Allrecipes’ first. The bus stop takeover is no coincidence: Allrecipes found that traffic (the online kind) to its site increases significantly at the end of each workday. Lisa Sharples, president of Allrecipes, devised the month-long campaign when she was standing at a bus stop after work, trying to decide what to feed her five children for dinner.

Allrecipes is currently tracking the number of recipes accessed by QR codes by location and recipe, for some recipes appear in more than one location.

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