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Come Sunday, and American fast food chain Burger King will throw open the doors of its first restaurant in India.
According to Burger King India’s Facebook page, the company will open its first restaurant at Select Citywalk Mall in South Delhi on November 9.
Buzz in social media The announcement has created a buzz in social media networks even before the launch, as Burger King India’s pre-launch campaign introduces Indian consumers to the concept of the “Whopper” and giving a sneak-peek into its menu through its Twitter handle and Facebook page. Burger King India’s Facebook page has already garnered over a lakh fans.
Keeping in mind the Indian palate, the fast-food chain has tweaked its menu to include vegetarian options such as Spicy Bean Royale, Paneer King Melt and Veg Chilli Cheese Melt.
Famous for its beef burgers, Burger King India will be offering mutton whoppers besides chicken burgers. The burger chain earlier hit news when it decided to give a limited time offer to consumers in Delhi to pre-order their burgers by buying whopper-vouchers on e-commerce site eBay India at promotional prices and grab Burger King merchandise that can be redeemed on Sunday.
Rival brands In a statement earlier this week, Uma Talreja, Chief Marketing Officer, Burger King India, said: “Given that our guests are passionately expressing their love for the whopper online, it made sense to put it online for them to get a sneak peek into what is coming soon.”
Burger King India is entering India at a time when brands such as Fatburger and Johnny Rockets have already forayed into India, while McDonalds and others already have a presence in metros and tier-2 towns.
According to a report by Technopak –Indian Food Trends 2014, “The food service industry has registered swift growth in the past decade, with boóth international and homegrown chains booming.
“It is projected to grow further, at a double-digit rate, over the next five years.”
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