PRESTIGE INSTITUTE OF MANAGEMENT & RESEARCH, INDORE

SESSION : 2019-21

Presentation on
(McDonald's EatQual AD)

SUBMITTED TO : SUBMITTED BY :
Dr. Ajit Upadhyaya Sapna Sharma (1121211979)
MBA-FT “D”
Placed & Joined
 Introduction :

• McDonald's India on the occasion of International Day of Person with Disabilities,

they launched their new product EatQual, in their West and South outlets of Mc
Donald India.

• It is 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.

• It was launched to serve burgers to people with limited upper arm mobility.

• A small box with simple-looking packaging, it's made of two flaps. Customers can
remove the upper flap with one hand and then lift the base flap to eat the burger it
keeps together.

• Earlier the burger came wrapped in paper or laid horizontally in a box, which one had
to lift with both hands to prevent the sauce, patty and salad from sliding off. But this
box allows the burger to be had vertically.
 Insights about the product and advertisement :

Who’s helped in the initiative?

McDonald’s restaurants in West and South India are owned and operated by Westlife
Development Ltd under its wholly owned subsidiary – Hardcastle Restaurants Pvt Ltd.

The EatQual pack has been developed over months of collaboration an NGO that has been
working towards the betterment of the specially-abled community for over 50 years, said the
brand.

Westlife Development has been taking definitive steps to promote inclusion across their
restaurants. The company has made many of its restaurants accessible for specially-abled
by installing ramps wherever possible and has made the restrooms wheelchair friendly. The
launch of EatQual marks yet another step by the brand to foster inclusiveness.
Why this initiative is special?

Because the advertisement features Paulami Patel She’s from Mumbai and lost
her right hand to electrocution at the age of 12 and has since struggled to eat
outside by herself and almost never without inviting looks and questions from
other diners. But thanks to a new initiative, amputees like her now have the
chance to enjoy burgers on their own.

Seeing someone who has a real life experience builds the trust of the customers
and sends a heartwarming message to the viewers.

The product before was not desgined as per their convenience and that 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.
 Conclusion :

According to Mintel research, almost half of Indian consumers strongly agree that they’d
prefer to be involved with companies or institutions that promote equality.
From a McDonald’s branding standpoint, this initiative is well-aligned with its positioning of
being convenient, easily accessible and inclusive, and thus will likely resonate with
consumers as they look for brands to show more social responsibility.

Even the seemingly smallest initiatives, like more inclusive packaging design, are proving
beneficial to support the daily lives of those with disabilities by helping them live a bit more
independently.

Brands that care and understand the needs of community and tries to adapt to them by all
means and taking these kind of inititatives they will be recognised and here Mc donald’s is
showing empathy towards the underserved ones, by adressing their needs and being the
first brand to do so.
It will not just benefit the customers but the company by enhancing their brnad image as
they are forward thinking and ethical and they are actually impacting millions of lives by
taking up a small inititative so it’s a win-win for both.