McDonald's launches new packaging 'EatQual' for its Specially-Abled Customers

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

With this progressive and inclusive initiative, the company has once again reinforced its brand promise of making delicious feel-good moments easy for everyone.

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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.

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.”

Why 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.

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“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,” said Arvind RP, Director – Marketing & Communications, McDonald’s India (West and South).

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