The campaigns exemplifies McDonald's proactive approach to addressing the gap in digital accessibility for colour-blind individuals, a segment largely neglected by the industry. McDonald's strategic use of its EatQual platform reflects a commitment to inclusivity and accessibility, acknowledging the evolving digital landscape and diverse customer needs. By ensuring that every customer, regardless of ability, can fully participate in and enjoy the McDonald's experience, the brand demonstrates a dedication to fostering inclusivity in its operations and reinforcing its brand ethos. This approach not only fills a critical gap but also sets a positive example for the industry and wider community.

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 on 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.

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.

WE EAT WITH OUR EYES FIRST

The sensory journey of dining extends beyond taste and aroma; it begins with the visual presentation of food. The vibrant greens to juicy reds get our mouths watering. Today, where food photography thrives as an art form and social media elevates visual food culture, the visual appeal of dishes has never been more crucial.

THE GIFT OF SIGHT IS NOT EQUAL

For people who are colour-blind, experience of enjoying takes a different hue. For them, the colours are indistinguishable or differently, makes it tough to appreciate what's on the plate.

WOULD GREY TOMATOES BE AS TEMPTING?

For those with colour blindness, greens might look like beige, and reds might appear as browns. It's not just about choosing food; it's about feeling confident and excited to try something new. Same puts a damper on exploring new flavours and dishes.

INDIA’s FIRST COLOUR-BLIND FRIENDLY DELIVERY APP

Provided an equal experience of eating a burger to ALL by unveiling the 'Colour-Blind Friendly' technology on McDelivery on World Sight Day.

STORYTELLING THROUGH A COLOUR-BLIND LENS:

Conceptualized a film featuring a real-life colour-blind photographer showcasing his contrasting perception (de-saturated photographs) with that of individuals who can see colours.

DIGITAL INCLUSIVITY PROMOTED DIGITALLY

We leveraged social media to amplify awareness with elements like comedian Kenny Sebastian's collaboration inducing entertainment.

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.

AIMING FOR A COULOUR-BLIND FRIENDLY FOOD INDUSTRY:

We proposed 3PO partners and competitors to embrace the open-source tech, aiming for a 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.

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At McDonald’s our primary goal is to ‘MAKE DELICIOUS FEEL GOOD MOMENTS EASY FOR EVERYONE’.  But when we discuss disability we somehow only fixate on the easy. What about the feel good? Our aim was to extend the burger eating experience to the marginalized and bring in ‘Equality in Eating’. EatQual – an inclusivity platform started its journey with an innovative burger packaging designed solution to make the two-handed burger eating experience democratised and a feel good one for even those who struggle with upper limb mobility. To solidify our inclusivity agenda this year and also spotlight a significantly overlooked vision impairment, we decided to democratize the McDonald’s experience for a diverse spectrum of individuals including approximately 70 million Indians who are colour blind. In an attempt to ensuring everyone’s eating experience is the same, we came up with the proposition: “WHEN IT COMES TO FOOD, WE SHOULD ALL SEE