We use our own and third-party cookies to optimize your experience on this site, including to maintain user sessions. Without these cookies our site will not function well. If you continue browsing our site we take that to mean that you understand and accept how we use the cookies. If you wish to decline our cookies we will redirect you to Google.
Already have an account? Sign in.

 Remember Me | Forgot Your Password?

Burger King’s India Strategy Centers On New Vegetarian Menu Items

June 16, 2015: 12:00 AM EST
Burger King faced a puzzling challenge when it decided to open restaurants in its 100th country, India: about half the population does not eat meat. So it’s not likely the Whopper will be a popular menu item. Rather than try to fit a square peg in a round hole, cuisine-wise, the chain decided to adjust to the culture. Burger King reps traveled all over India, gathering intelligence on local food habits. The result? Six varieties of vegetarian sandwiches, vegetarian snackers and other products for non-meat eaters. There’s already a lot of quick-service (QSR) competition in India – from McDonald’s, KFC and Subway – but it’s a huge opportunity. The market is growing at 26 percent a year, and QSR represents only two to three percent of the country’s food industry. Burger King now has 16 restaurants in India, with seven more on the way soon.
Avinder Batra, "Burger King drops tradition for Indian taste buds, gets vegetarian delicacies on its menu", The Economic Times, June 16, 2015, © Times Internet Limited
Domains
RETAIL BUSINESS
Market News
Marketing
Products & Pricing
Strategy
Geographies
Worldwide
Asia-Pacific
India
Categories
Companies, Organizations
Market News
Products & Brands
Developed by Yuri Ingultsov Software Lab.