McDonald’s EatQual Campaign: Envisioning Equality and Inclusivity

McDonald’s India launched an amazing campaign that highlights the role of the inclusivity platform, EatQual, in creating an inclusive experience at McDonald’s. The campaign created, by DDB Mudra, showcases how small innovations can go a long way in making the world a more equal place. The brand has extended its platform to launch more meaningful initiatives aimed at promoting inclusion across gender, language and disabilities.

Around 15% of the world’s population lives with some form of disability. Yet the world often fails to cater to their needs. EatQual addresses this fact and serves as an inclusivity platform that Mc Donald urges to build. Westlife Development Company, the company that owns and operates McDonald’s restaurants in West and South India, launched EatQual packaging last year on the occasion of International Day of People with Disabilities.

The campaign film narrates the story of a child’s curiosity to explore the world as they observe others experiencing it. It later shows how EatQual packaging helps the child’s friend with limited upper limb mobility eat the burger with ease. Mc Donald, through this campaign, highlights the harsh reality that the world doesn’t treat everyone the same; most things are designed to cater to the able-bodied individuals. Their idea of creating a package enables people with upper limb mobility to enjoy their burgers with dignity, an idea that is not only a life changing one but truly an important one.

Mc Donald’s recent campaign on ‘World Sight Day’ has been truly moving. Emphasising the message that "We eat with our eyes," the campaign discusses Mc Donald’s recently launched Colour blind friendly McDelivery, which enhances the experience of viewing their favourite burgers on their app and website before placing an order. Individuals who are colour blind can select from the three colour enhancement options: ‘Green-Red’, ‘Red-Green’ and ‘Blue-Yellow’.Their app and website use a new algorithm to display the menu in different colours appropriate for the users, allowing colour blind people to see the real colours of the food and drinks, enabling them to make informed decisions.

To ensure a wider reach, the brand has collaborated with Kenny Sebastian for this initiative. Mc Donald’s EatQual is more than just a campaign, it’s a journey that Mc Donald’s is on. With every campaign, they enhance the eating experience and make it a little more equal for everyone. The brand launched this campaign through a panel discussion featuring a renowned ophthalmologist, a photographer who is also colour blind and Mc Donald’s Chief Marketing Officer.

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