When it comes to ordering food, we eat with our eyes first. However, the experience might be different for color-blind people. According to a new campaign in India, colorblindness is more widespread than many realize, with roughly 70 million people in the country experiencing it. With an intent to make food ordering more enjoyable and easier for color-blind consumers, McDonald’s India (West and South) 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 make delicious feel-good moments easy for everyone.
To spread awareness of the new feature, the brand has also unveiled a heartwarming brand film that gives us a perspective on colorblindness and explains how this feature on McDelivery will help consumers with colorblindness improve their experience of viewing their favorite burgers on their McDelivery App and website before placing an order.
To ensure a wider reach of the campaign, McDonald’s has partnered with stand-up comedian and influencer Kenny Sebastian for this initiative. Being an individual who has color blindness, Kenny Sebastian said: “I feel really happy to partner with an iconic brand like McDonald’s on this initiative that makes its services more inclusive and easily accessible to colour blind people like me. I am sure the McDelivery experience will now become easier to navigate through. I look forward to using the feature to view delicious food images on the app before making my pick”.
Rahul Mathew, Chief Creative Officer, DDB Mudra Group added, “We’ve always believed that EatQual is more than just a campaign; it’s a journey that McDonald’s is on. With every intervention, we hope to enhance the eating experience, making it a little more equal for everyone. That’s why we work closely with the community to help us understand what they might be missing and how we can bridge that gap.”
The brand launched this initiative on World Sight Day, raising awareness about the campaign through a panel discussion featuring renowned ophthalmologist Dr. Hemalini Samant, Mr. Aniruddh Kothari, a photographer who is also colorblind, and Mr. Arvind R.P., Chief Marketing Officer, McDonald’s India (W&S).
