McDonald’s Adjusts Food Ordering Service To Be Friendly For Colorblind People
In a move to enhance the food ordering experience for color-blind individuals, McDonald’s India recently introduced an innovative feature on its McDelivery app and website.
This initiative, which the fast food chain claims is the first of its kind in the industry, aims to make food ordering more enjoyable and accessible for the approximately 70 million people in India who experience color blindness.
Dubbed EatQual 2.0, the tool builds upon the restaurant’s launch of its EatQual platform three years ago, marking another step forward in the firm’s ongoing efforts to cater to the diverse needs of its customers.
Developed in collaboration with creative agency DDB Mudra Group, a heartwarming brand film released by McDonald’s India educates viewers on the little-known challenges faced by individuals with color blindness.
The spot explains how the new update enhances the viewing experience for color-blind consumers, enabling them to make more informed decisions when selecting their favorite burgers and meals.
In short, the feature offers three color enhancement options: ‘Green-Red’, ‘Red-Green’, and ‘Blue-Yellow’.
By utilizing a special algorithm, menus shown on the screen will be displayed in colors appropriate for the user, allowing them to see the actual hues of the food and drinks most customers are accustomed to.
Arvind R.P., chief marketing officer at McDonald’s India, said the company was “on a mission to make delicious feel-good moments easy for everyone.”
“Recognizing that we ‘eat with our eyes first’ and acknowledging that color blindness is a widespread reality, we took the initiative to make our McDelivery app more accessible,” he added.
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[via LBB Online and Financial Express, cover image via McDonald’s India]
