Mumbai, October 12, 2023: McDonald's India, operated by Westlife Foodworld Ltd, has extended its EatQual initiative by introducing a new feature on the McDelivery App and website to make it more accessible for colour-blind individuals. The initiative, titled EatQual 2.0, aims to enhance the food ordering experience for approximately 70 million colour-blind individuals in India.
Now users can access the newly updated feature by updating the McDelivery App and website. The feature offers three colour enhancement options - 'Green-Red', 'Red-Green', and 'Blue-Yellow', enabling colour-blind individuals to view the menu in colours suitable for their vision. This feature allows them to perceive the actual colours of the food and drinks, aiding them in making informed decisions about their orders. The fast food chain initiated the EatQual journey in 2020, aiming to improve accessibility and inclusivity for people with various disabilities.
Speaking at the launch event, Mr. Arvind R.P., Chief Marketing Officer at McDonald's India (W&S), emphasized the company's commitment to ensuring accessibility for all customers. He stated, “We at McDonald's are on a mission to make delicious feel-good moments easy for everyone, and we literally mean ‘everyone’. Born from this mission, our EatQual campaign underscores our commitment to breaking down barriers, ensuring that every customer is able to access the brand easily, feels welcome and has a great experience every time they choose to eat with us. Recognizing that we ‘eat with our eyes first’ and acknowledging that colour blindness is a widespread reality, we took the initiative to make our McDelivery App and website more accessible. We hope those with colour blindness will enjoy using this new feature to see the crave-able visuals of their favourite iconic products before ordering, just like all other consumers”.
In order to extend the campaign's outreach, McDonald’s has collaborated with stand-up comedian and influencer Kenny Sebastian. Reflecting on his experience as a colour blind individual, he expressed, “I feel really happy to partner with an iconic brand like McDonald's on this initiative that makes its services more inclusive and easily accessible to colour blind people like me. I am sure the McDelivery experience will now become easier to navigate through. I look forward to using the feature to view delicious food images on the app before making my pick”.
Further, to raise awareness, McDonald's India has released a brand film, created by DDB Mudra, highlighting the impact of the newly introduced McDelivery feature on the experience of colour-blind consumers as they browse through the menu on the app and website.
Rahul Mathew, Chief Creative Officer at DDB Mudra Group, highlighted the ongoing journey of McDonald's towards inclusivity. He emphasized, “We've always believed that EatQual is more than just a campaign; it's a journey that McDonald's is on. With every intervention, we hope to enhance the eating experience, making it a little more equal for everyone. That's why we work closely with the community to help us understand what they might be missing and how we can bridge that gap.”
The company's latest initiative was unveiled on World Sight Day, accompanied by a panel discussion featuring ophthalmologist Dr. Hemalini Samant, photographer Mr. Aniruddh Kothari, who is colourblind, and Mr. Arvind R.P. Singh, Chief Marketing Officer at McDonald's India (W&S).
For more information, log into the following links:
Brand Film Link: https://youtu.be/9JA6RpFE-qU
Reel Link: https://www.instagram.com/reel/CySe5JyKvVG/
Panel Discussion Link: https://youtu.be/5DDYHgoDfuw?si=s2a04WRcD_2Stiqz
