McDonald’s brings new packaging for the specially-abled

The Indian subsidiary of the global fast-food chain McDonald’s has launched a new package named EatQual for its specially-abled customers.

05 Dec 2020 | By WhatPackaging? Team

Starting from mid-December, EatQual will be available across all McDonald’s restaurants in West and South India

The new packaging was launched by McDonald’s India West and South on the occasion of the International Day of Person with Disabilities. According to the company, the move has “reinforced its brand promise of making delicious feel-good moments easy for everyone with this progressive initiative”. 

The pack was developed based on months-long collaboration with an NGO (the name of the organisation was not revealed by McDonald’s), which has been working towards the betterment of the specially-abled for over 50 years. 

Westlife Development, under its wholly-owned subsidiary Hardcastle Restaurants owns and operates McDonald’s restaurants in West and South India.

Arvind RP, director – marketing and communications, McDonald’s India (West and South) said, “It has always been our endeavour 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 McDonald’s experience easy and delightful for our specially-abled customers.”

Rahul Matthew, national creative director, DDB Mudra Group, India stated, “Equality and inclusivity aren’t always about the big things. It’s also about being able to do the little everyday things as everyone else can; eating your favourite McDonald’s burger, for instance. And that has been the guiding force behind the EatQual initiative.”

Speaking about the upcoming launch by McDonald’s India West and South, Dr Vaishali Kolhe, associate professor at Centre for Disability Studies and Action and 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 favour 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 said it has been taking definitive steps to promote inclusion across their restaurants. The company has already been working towards making its restaurants accessible for specially-abled. The steps include installation of ramps wherever possible and restrooms made wheelchair-friendly. 

With the launch of EatQual, the company is said to mark another step to foster inclusiveness by the brand. Starting from mid-December, EatQual will be available across all McDonald’s restaurants in West and South India.