Honest By

When the British chain of sushi restaurants Moshi Moshi partnered with the Marine Stewardship Council (MSC) to celebrate Moshi Moshi’s 10 000th MSC certified sushi dish, the restaurant chain added a new sushi dish to its menu with an edible QR code made out of rice paper, seaweed and octopus ink. Customers could scan the code and have access to information on how the sushi they were eating was produced. This experience led to a record number of bookings for the restaurant, and gave customers a way in, allowing them to actively engage in the company’s...

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