McDonald’s India (West and South), owned and operated by Westlife Foodworld, has launched a new feature on its McDelivery App and website to make it colour blind-friendly. This is billed as a first-of-its-kind initiative in the food industry.
The initiative is part of the brand’s inclusivity drive EatQual launched 2020. By updating the McDelivery app and website, those who are colour-blind can select from three enhancement options: ‘Green-Red’, ‘Red-Green’ and ‘Blue-Yellow’. The app and website use an algorithm to display the menu in colours that are appropriate for the user, allowing colour-blind people to see the real colours of the food and drinks.
The new initiative under EatQual 2.0 is supported by a brand film conceptualised by DDB Mudra Group, the creative agency behind EatQual.
Arvind RP, Chief Marketing Officer, McDonald’s India (West & South), 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. 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”.
McDonald’s has also partnered with stand-up comedian and influencer Kenny Sebastian, who also has colour blindness.
Sebastian said, “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”.
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Rahul Mathew, Chief Creative Officer, DDB Mudra Group, said, “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.”
DDB Mudra has partnered with McDonald’s since EatQual’s inception to strengthen this global purpose platform around inclusion.
The brand looks forward to working towards many more such initiatives to make McDonald’s an accessible brand, informed an official statement.
The brand launched this initiative on World Sight Day – October 12, 2023 – raising awareness through a panel discussion featuring ophthalmologist Hemalini Samant, colour-blind photographer Aniruddh Kothari and CMO Arvind RP Singh.
Credits
Creative: Rahul Mathew, Harshada Menon, Siddhesh Khatavkar, Kanchi Undevia, Pallavi Mehrotra, Darshika Kapadia, Ashwin Balasubramanian
Business: Delon Mascarenhas, Aarohi Bhanushali, Barkha Bisht Strategy: Mehak Jaini, Vidisha Jain
Films: Jay Gaikwad, Alisha Dsouza
Production House: Zigzag Films And Media LLP
Directors (film: Shreya Shroff, Anant Singh
Producer: Anupama Alhuwalia, Shina Gupta
Feedback: [email protected]
