McDonald’s India (West and South) – owned and operated by Westlife Foodworld Ltd, has launched a new feature on its McDelivery App and website to make it colour blind friendly. According to the company, the first of its kind initiative in the food industry is aimed to make food ordering more enjoyable and easier for color blind consumers.
Additionally, the company has also launched a brand film to support the new feature.
Talking about the campaign, Arvind R.P., chief marketing officer, McDonald’s India (W&S), said, “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. Recognising 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.”
Moreover, EatQual 2.0 is built upon McDonald’s India’s (W&S) inclusivity platform EatQual, which was launched three years back.
The campaign is conceptualised by DDB Mudra Group and produced by Zigzag Films And Media LLP.
McDonald’s has also partnered with stand-up comedian and influencer Kenny Sebastian for this initiative to ensure a wider reach of the campaign.
“We have 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,” Rahul Mathew, chief creative officer, DDB Mudra Group, added.