For most millennials and Gen Zers, McDonald’s is synonymous with childhood. Every time you take a bite of the OG Aloo Tikki burger, it compels you to get nostalgic.
But have you ever wondered how difficult eating something as delicious as a burger can get for people with limited hand mobility?
Even if you did not, people at McDonald’s India West and South sure did and came up with a solution as well.
McDonald’s India West and South launched a new packaging called ‘EatQual’ on the International Day of Persons with Disabilities, 2020.
Today, on the #InternationalDayOfPersonsWithDisability, we’re proud to introduce EatQual. It’s a specially designed case that allows burgers to be eaten easily, especially for people with upper limb disabilities. Coming soon in stores near you.#EatQual #McDonaldsIndia #imlovinit pic.twitter.com/oc95JK8STJ
— McDonald's India (@mcdonaldsindia) December 3, 2020
‘EatQual’ is designed and conceptualized by India’s largest integrated marketing communications and services network DDB Mudra.
The idea of ‘EatQual’ was developed over months of collaboration with an NGO dedicated to the betterment of the specially-abled community for over 50 years.
The new packaging will be available across all of McDonald’s restaurants in West and South India starting mid-December.
Why Did McDonald’s Come Up With ‘EatQual’?
Currently, the packaging of the burgers requires the usage of both hands, thus making it difficult for people with upper-limb disabilities or limited hand mobility to fully enjoy their burgers.
‘EatQual’ will ensure that people with limited hand mobility also enjoy their favorite burgers equally by making their experience much easier.
Besides, packaging designed especially for the specially-abled is the least the brands could do in 2020. It is a necessary step towards making the world a more inclusive and accessible place.
It is no ‘favour’ or ‘going out of the way’ to provide such packaging rather it is the bare minimum.
Coming from such an iconic and massive brand like McDonald’s, we can definitely hope that other big and iconic brands follow suit.
The Idea Behind McDonald’s ‘EatQual’
Arvind RP, Director of Marketing & Communications, McDonald’s India West and South, recently spoke about ‘EatQual.’
He said, “It has always been our endeavor to make delicious feel-good moments easy for everyone. The launch of this EatQual packaging is a step to further our commitment towards inclusiveness and social responsibility. We hope that this packaging will make the McDonald’s experience easy and delightful for our specially-abled customers.”
Read More: McDonald’s India After 22 Years Has Scored Its First Profit After A Total Loss Of Rs. 421 Crores
Similarly, Rahul Matthew, the National Creative Director of DDB Mudra Group, India, had to say “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 can we make the McDonald’s experience just as enjoyable for all.”
The Reception Of ‘EatQual’
‘EatQual’ has been gaining a positive response from people.
Dr. Vaishali Kolhe, Associate Professor at Centre for Disability Studies and Action & Tata Institute of Social Sciences, Mumbai, said “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 favor but making their experience of eating independent and enjoyable. I look forward to enjoying my favourite McDonald’s burger in the new EatQual pack.”
‘EatQual’ has also been praised by Indian Athlete Deepa Malik.
Absolutely heartening news to get on #InternationalDayofPersonswithDisabilities! A great initiative by @mcdonaldsindia to promote inclusivity and pave the way for others to follow suit & cater to consumers with disabilities. I look forward to the launch of #EatQual. #IDPWD2020 https://t.co/mMomBNdsnX
— Deepa Malik (@DeepaAthlete) December 3, 2020
What do you think about the initiative taken by McDonald’s India to make their brand more inclusive? Do let us know your views in the comments section!
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This post is tagged under: Millennials, Gen Zers, McDonald’s, Aloo Tikki burger, McDonald’s India, McDonald’s India West and South, EatQual, DDB Mudra, specially-abled community, inclusive, accessible, 2020, Arvind RP, Rahul Matthew, Deepa Malik, TISS, Dr. Vaishali Kolhe