A system, method and apparatus for displaying proprietary information within a multi-layer quick response code may be disclosed. An individual may use a unique quick response code scanner within a mobile application on a mobile device to read a quick response code affixed to an item or product. Through the mobile application, the quick response code scanner may read information embedded within the quick response code unique to the mobile application. The individual may be linked to content hosted on or accessed via a web portal associated with the mobile application. The individual may then be presented with information accessed from a variety of data sources, including from sources other than the retailer of the item, or with proprietary information unique to the mobile application provider.