After its grand debut in Delhi followed by Mumbai last year, American fast food chain Burger King is all set to open its first outlet in Pune. This will be the company’s 13th restaurant in India. According to reports, it will be located at Phoenix Market City on Ahmednagar Road. After Pune, Burger King is expected to open its first outlet in Bengaluru, followed by restaurants in Chandigarh, Jallandhar and Ludhiana.
Burger King opened its first 10 restaurants in India between November 9th and December 31, 2014, within 52 days, a record in the industry. The chain sold 2,00,000 pieces of its immensely popular Whoppers range in the launch phase of its first 10 restaurants. Over 6,000 guests visited the fast food major’s first Indian restaurant in Select City Walk, New Delhi. The 108-seater outlet served 2500 Whoppers on the first day
To be accepted by the Indian taste and preference, Burger king has not “Indianised” the menu, but has built the menu from scratch after extensive consumer studies across the country, according to the company.
“We have created an entirely new menu for India, and none of the products are from our global portfolio as we wanted to start from scratch. But we are planning to introduce an Indian menu to other markets in Asia Pacific region. We do not serve beef or pork meat in our restaurants. Burger King India wishes to innovate further and offer a new experience to consumers and a greater focus needs to be on what we are offering to customers and if that’s resonating,” Rajeev Varman, CEO, Burger King India was quoted as saying.
For its Indian consumers, the company has introduced six vegetarian patties, six options in chicken and mutton whopper burgers, besides multiple vegetarian options.
By Mehak Sharma