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Three years of McDonald’s India’s ‘EatQual’ initiative

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The brand continues to shine a light on the issue with a unique narrativewith a slice-of-life film

 

In its constant endeavour to drive inclusivity through its marquee EatQual initiative, McDonald’s India – owned and operated by Westlife Foodworld Ltd has launched a new brand film. This third film from the EatQualfranchise has a unique take on inclusivity andaims to shine a light on how specially-abledindividuals lead normal lives in their own ways proving how we all are different and yet the same.

 

The film is about a young girl with limited upper limb mobility and itshowcases the girl going about her day finishing everyday tasks independently and with ease. She brushes her teeth, gets ready for the day, ties her shoelaces, and so on.She lets nothing stand in her way ofliving life just like any other individual. Instead, she simply finds unique ways to accomplish everyday tasks. The film ends with her enjoying her favourite McDonald’s burger in the specially createdEatQual packaging,as joyfully as her other friends.

 

Arvind RP, Senior Director – Marketing & Communications, McDonald’s India (West and South) said, “EatQual will always remain the key inclusivity platform of McDonald’s India.With this new brand film, we wanted to emphasize that each individual has their own unique way of living life, irrespective of their special abilities.McDonald’s has always been a feel-good brand wherein we continue to spread happiness and promote inclusivity. With EatQual, we are constantly working towards strengthening our commitment to making McDonald’s India a brand that is truly inclusive.”

 

Yogendra Shetty, Director General, National Society for Equal Opportunities for the Handicapped (NASEOH), Indiasaid, “We must recognize that people with upper limb disabilities are more than capable of leading regular lives. However, making life simpler for them is a cause that deserves attention. The EatQual initiative by McDonald’s India puts into sharp focus the kind of thoughtful changes that can be made to help people with disabilities feel included. It’s time for all of us to come together to advance the cause of individuality over disability.”

 

McDonald’s India started the journey of EatQualin 2020 to provide an effortless, seamless, and most importantly equalburger-eating experience for all their fans.The EatQual packaging – which is available in-store and on the McDelivery App – has been designed in consultation with experts from NGOs that have been working actively for the specially abled community for over 50 years. Extensive research was conducted among individuals with limited upper arm mobility to understand their plight in eating a burger and that led to the birth of EatQual packaging.

Over the last three years, McDonald’s has been fostering an inclusive eating experience through the EatQual campaign. The brand continues to reach out to specially-abled individuals through NGOs. In December 2022, the brand engaged with hundreds of specially-abled children from National Society for Equal Opportunities for the Handicapped (NASEOH), India and The Association of People with Disability (APD, India) to help them enjoy McDonald’s burgers in the EatQual packaging.

 

Link to TVC – https://www.youtube.com/watch?v=BybZXC7FubA

 

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