McDonald’s plans to make EatQual bigger and more inclusive in India
McDonald’s India (West and South) has launched the second phase of its EatQual inclusivity platform.
A film by the creative agency DDB Mudra highlights McDonald’s specially designed packaging that helps solve a challenge faced by people with limited upper limb mobility in their everyday lives.
The creative brief was “to bring the inclusivity promise alive by showcasing a memorable moment in a kid’s life,” says Arvind RP, director of marketing and communications at McDonald’s India.
The film shows a kid attempting various fun activities using only one hand, but struggling at each. It then shows him take two burgers to his friend who has only one upper limb. One burger is in the regular packaging and one in the EatQual packaging. The film shows both happily enjoying their lunch, the friend able to easily manage the EatQual packaging, with the kid realizes that eating a McDonald’s burger is one of the few experiences he and his friend with limited upper limb mobility can share easily.
Pallavi Chakravarti, creative head of DDB Mudra West, says: “While the idea of a pack that enables people with limited upper limb mobility to enjoy their burgers with dignity is not a life-changing one, it’s an important one. Because this small step alters an experience for the better – an experience that most of us take for granted. And for some of us, it brings a previously unattainable pleasure comfortably within reach. Mostly it’s the little things that go a long way in leveling the playing field for us all.”
Last year, McDonald’s unearthed an insight that people with upper limb mobility find it challenging to enjoy many food items and that’s how the EatQual packaging was launched for its burgers.
Arvind says: “This launch marked a step to foster inclusiveness by the brand, where the packaging is available in all our stores, accessible to anyone who needs it.”
While McDonald’s works towards making its restaurants more accessible, Arvind says it is just a first step, and that the plan is to “extend the EatQual platform to launch meaningful initiatives aimed at promoting inclusion addressing various such inequalities”.