McDONALD’S LONG TERM COMMITMENT

In its commitment to inclusivity, McDonald's has extended its EATQUAL platform over the past four years. Beginning with innovative packaging solution aimed at democratizing the two-handed burger-eating experience for individuals with upper limb mobility challenges, EATQUAL has evolved to include diverse dietary preferences and audiences through festivities such as Diwali, Ramzan, etc.

NEXT CHAPTER IN EATQUAL’s JOURNEY

EatQual got us thinking - who else was being deprived of a good experience with burgers or the brand? Taste is arguably the most important when it comes to food but what often gets undermined is the role of ‘sight’ in taste.

70 MILLION SEE FOOD DIFFERENTLY

Understanding that we eat with our eyes first, we acknowledged the challenges faced by the colour-blind community, where colours blur together, dampening the ordering and dining experience.

HOW DO EXTEND OUR PROMISE OF ‘EQUAL EATING’ TO ONES WHO SEE DIFFERENTLY?

There has been a growing reliance on delivery services and mobile apps post-pandemic in India. In this evolving landscape, the significance of digital accessibility for brands and consumers has become paramount. Accessibility isn't just about ensuring that products and services are available online; it's also about making them usable and convenient for people of all backgrounds and abilities.

For brands, prioritizing digital accessibility means making their platforms user-friendly for individuals with disabilities, ensuring that everyone can access and navigate their services seamlessly.

NO ONE IS LEFT BEHIND IN THE DIGITAL AGE

For consumers, digital accessibility translates into empowerment and choice. The ability to access and enjoy services and information online empowers individuals to participate more fully in society and the economy. It also allows them to feel a sense of belonging and enjoy simple pleasures of life equally.

WHEN IT COMES TO FOOD, WE SHOULD ALL SEE EQUAL

In an attempt to provide a truly equal experience of eating a burger to ALL, we extended our promise of inclusivity by introducing the 'Colour-Blind Friendly' technology on McDelivery, targeting 70 million colour-blind individuals in India.

INDIA’s. FIRST COLOUR-BLIND FRIENDLY DELIVERY APP

We unveiled this 'Colour-Blind Friendly' technology on World Sight Day, adapting app colours for various types of colour blindness on McDelivery app. Reaffirming McDonald's commitment to inclusivity, while enhancing customer satisfaction.

McDELIVERY: NOW APPETIZING FOR ALL EYES

We also conceptualized an engaging film featuring a real-life colour-blind photographer showcasing de-saturated photographs and his contrasting perception with that of individuals who can see colours.

We further aimed to leverage social media to amplify awareness and including elements like comedian Kenny Sebastian's collaboration injected entertainment into the campaign.

With approximately 70 million colour-blind individuals in India, our mission: ‘Make Feel Good Moments Easy for EVERYONE’" aims to ensure that every customer, regardless of ability, can enjoy the McDonald's experience to the fullest.

INDUSTRY TURNS A BLIND EYE TOWARDS THE COLOUR BLIND

Recognizing the unprecedented growth of online delivery users post-pandemic, we ought to enhance inclusivity within our digital platforms. Through analysis, we identified a critical oversight: the needs of colour-blind customers weren’t adequately addressed in the ordering process by the industry, undermining their experience and sense of belonging.

A DELICIOUS FOOD MENU FOR ALL EYES

McDonald’s made it a mission to rectify this disparity by optimizing every touchpoint of the customer journey, starting with the McDelivery app. We understand that for the colour-blind community, distinguishing between colours is challenging, especially in the context of food selection.

Proposition:

“WHEN IT COMES TO FOOD, WE SHOULD ALL SEE EQUAL”

In addition to unveiling 'Colour-Blind Friendly' technology World Sight Day we also covered:

STORYTELLING THROUGH A COLOUR-BLIND LENS:

Launched an engaging film featuring a real-life colour-blind photographer showcasing contrasting perceptions, the film culminates in our app revealing true colours of an unappetizing burger.

DIGITAL INCLUSIVITY PROMOTED DIGITALLY

Pre-buzz, demo videos, and collaboration with influencers like Kenny Sebastian, a colour-blind comedian made it entertainingly effective.

COLOUR-BLINDNESS KOLs:

We hosted a panel discussion featuring a renowned ophthalmologist, our Marketing Head, and protagonist of our film—the colour-blind photographer.

COMMITMENT TO MAKE OUR FUTURE COLOUR-BLIND FRIENDLY:

All our ad films will now have colour-blind friendly versions and our digital menus will have this technology, ensuring inclusivity across touchpoints.

EXTENDING INCLUSIVE TECH TO ALL PLAYERS IN THE FOOD INDUSTRY:

We proposed 3PO partners and even competitors to embrace the open-source tech, opening up avenues for truly inclusive food industry.

60% SURGE IN ORGANIC DOWNLOADS IN THE FIRST MONTH reflected the resonance of our inclusive message and technology.

54% OF THE APP DOWNLOADERS ACTIVELY UTILIZED the 'Colour-Blind Friendly' feature, affirming its practical relevance and user value.

In just three months, 1.2 MILLION INDIVIDUALS USED COLOUR-BLIND FRIENDLY FEATURE, signalling a successful adoption of the feature.

‘IS A BRAND FOR SOMEONE LIKE ME’ SCORES INCREASED BY 7 POINTS from 62 in precampaign to 69 post campaign, making the brand more and more democratic.

Our campaign GENERATED INR 3.1 MILLION IN ORGANIC PR VALUE AND 25+ MILLION PR REACH within five days, sparking conversations and fostering positive brand associations.

9.9 MILLION USERS REACHED with an astounding VIEW THROUGH RATE OF 48% for a 60 sec film, amplifying awareness.

These results underscore McDonald's commitment to inclusivity, driving engagement and reinforcing our brand's position as a beacon of accessibility in the digital era.