When it comes to ordering food, we eat with our eyes first. However, the experience might be different for colour blind people. Colour blindness is more widespread than many realise, with roughly 70 million people in India experiencing it.
With an intent to make food ordering more enjoyable and easier for colourblind consumers, McDonald’s India (West and South) - owned and operated by Westlife Foodworld, has launched a new feature on its McDelivery App and website to make it Colour Blind friendly,
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 brand film that gives us a perspective on colour blindness and explains how this feature on McDelivery will help consumers with colour blindness improve their experience of viewing their favourite burgers on their McDelivery App and website before placing an order.
Arvind R.P., Chief Marketing Officer, McDonald’s India (W&S), said, “We at McDonald's are on a mission to make delicious feel-good moments easy for everyone, and we literally mean ‘everyone’. Born from this mission, our EatQual campaign underscores our commitment to breaking down barriers, ensuring that every customer is able to access the brand easily, feels welcome and has a great experience every time they choose to eat with us. Recognising that we ‘eat with our eyes first’ and acknowledging that colour blindness is a widespread reality, we took the initiative to make our McDelivery App and website more accessible. We hope those with colour blindness will enjoy using this new feature to see the crave-able visuals of their favourite iconic products before ordering, just like all other consumers”.
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 colour blindness, 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, said, “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 newly updated feature offers three color enhancement options for color blind users: 'Green-Red,' 'Red-Green,' and 'Blue-Yellow.' The McDelivery app and website employ a special algorithm to display the menu in colors that are suitable for each user, allowing them to make more informed decisions about their orders.
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