The fast food giant has introduced an ingenious new packaging design that does away with the perception that burgers are a two-handed meal, making its menus accessible to all
McDonald’s India (West and South) has launched a new packaging range to mark International Day of Person with Disabilities, designed for specially abled customers. The company thus has reinforced its brand promise of making delicious feelgood moments easy for everyone with this inclusive and progressive initiative. For more than 50 years, an NGO has been working towards the betterment of the specially abled community and this EatQual pack is the resultant of the months-long collaboration with McDonald’s.
Westlife Development, under its wholly owned subsidiary, Hardcastle Restaurants, owns and operates McDonald’s restaurants in West and South India.
Why EatQual?
To truly enjoy the delicious McDonald’s burgers, customers typically need to use both their hands. This insight paved the way for the innovative EatQual packaging.
Arvind RP, Director – Marketing & Communications, McDonald’s India (West and South) – says: “It has always been our endeavour to make delicious feelgood moments easy for everyone. The launch of this EatQual packaging is a step to further our commitment towards inclusiveness and social responsibility. We hope this packaging will make the McDonald’s experience easy and delightful for our specially abled customers.”
Rahul Matthew, National Creative Director, DDB Mudra Group, India, adds: “Equality and inclusivity isn’t always about the big things. It’s also about being able to do the little everyday things like everyone else can – eating your favourite McDonald’s burger, for instance. And that has been the guiding force behind the EatQual initiative – how we can make the McDonald’s experience just as enjoyable for all.”
Speaking about the launch, Dr Vaishali Kolhe, Associate Professor at Centre for Disability Studies and Action & Tata Institute of Social Sciences, Mumbai, says: “It is heartening to see an iconic brand like McDonald’s take initiatives to maintain inclusion at their restaurants.
“Food accessibility is the bare minimum necessity for every individual including the ones with upper arm movement disability. Innovations like these can make eating so much easier for them.
“Through initiatives like these, we are not doing these individuals a favour but making their experience of eating independent and enjoyable.
“I look forward to enjoying my favourite McDonald’s burger in the new EatQual pack.”
To promote inclusion across its restaurants, Westlife Development has been taking definitive steps.
The company has already been working towards making its restaurants accessible for specially abled people. Those steps include installation of ramps wherever possible and restrooms made wheelchair-friendly. And this launch of EatQual will mark another step to foster inclusiveness by the brand.
EatQual is available now across all McDonald’s restaurants in West and South India.