McDonald's: EatQual 2.0

When it comes to ordering food, people eat with our eyes first. However, the experience might be different for colour blind people. Colourblindness is more widespread than many realize, with roughly 70 million people in India experiencing it. With an intent to make food ordering more enjoyable and easier for colour blind consumers, McDonald’s India (West and South) – owned and operated by Westlife Foodworld Ltd, has launched a new feature on its McDelivery App and website to make it Colour Blind friendly, first of its kind initiative in the food industry. EatQual 2.0, builds upon McDonald’s India’s (W&S) inclusivity platform EatQual, which was launched three years back. To spread awareness of the new feature, the brand has also unveiled a heartwarming brand film that gives us a perspective on colourblindness and explains how this feature on McDelivery will help consumers with colourblindness improve their experience of viewing their favourite burgers on their McDelivery App and website before placing an order. McDonald’s India started the journey of EatQual in 2020 to improve accessibility and inclusivity for people with various disabilities and has been taking definitive steps ever since then. DDB Mudra has partnered with McDonald’s since EatQual’s inception to strengthen this global purpose platform around inclusion. As a part of this new initiative, EatQual 2.0, the newly updated feature can be accessed by users by simply updating the McDelivery App and website. Individuals who are colour blind can select from three colour enhancement options ‘Green-Red’; ‘Red-Green’ and ‘Blue-Yellow’. The App and website use a special algorithm to display the menu in colours that are appropriate for the user. This allows colour blind people to see the real colours of the food and drinks and make more informed decisions about what they want to order.