On International Day of Persons with Disabilities, McDonald’s India announces the launch of new packaging designed for its specially-abled customers

• The current packaging typically requires customers to use both their hands to enjoy the burgers, which makes it difficult for those with upper-limb disabilities.
• Named EatQual, the new packaging will be available across all McDonald’s restaurants in West and South India starting mid-December.
• The packaging is conceptualised and designed by DDB Mudra.

On the occasion of International Day of Persons with Disabilities, McDonald’s India West and South, announced that it is launching a new packaging - EatQual, designed for its specially abled customers.

The EatQual pack has been developed over months of collaboration with an NGO that has been working towards the betterment of the specially-abled community for over 50 years.

Idea behind Eatqual

The new packaging innovation stems from the insight that the current packaging typically requires customers to use both their hands to truly enjoy the delicious McDonald’s burgers. This makes it difficult for those with upper-limb disabilities. EatQual will address this challenge and ensure that everyone can bite into their favourite burgers just as easily.

Speaking about the upcoming launch of this packaging, Arvind RP, Director – Marketing & Communications, McDonald’s India (West and South) 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.”

Rahul Matthew, National Creative Director, DDB Mudra Group, India said, “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.”

Commenting on this upcoming packaging launch by McDonald’s India West & South, 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.”

Westlife Development has been trying to take definitive steps to promote inclusion across their restaurants. The company has made many of its restaurants accessible for specially-abled by installing ramps wherever possible and has made the restrooms wheelchair friendly. The launch of EatQual marks yet another step by the brand to foster inclusiveness.

EatQual will be available across all McDonald’s restaurants in West and South India starting mid-December.