Now, Pepsi to partner Wimpy in India

Our Marketing Bureau in New Delhi

In a significant move, PepsiCo India has replaced its arch rival Coca-Cola India as the beverage partner of the UK-based fast food chain of restaurants Wimpy in India.

Interestingly, while Pepsi says that it pipped Coke in a normal pitch, Coke spokesperson, when contacted, said that the alliance with Wimpy was called off because the partnership was not meeting the required business targets. ‘‘We mutually decided to terminate the agreement,’’ Coke spokesperson said while refusing to elaborate.

Chairman of Wimpy chain of restaurants in India Mr KS Sidhu, provided, yet another twist to the story: ‘‘The official beverage switch from Coke to Pepsi marks Wimpy’s renewed marketing and communication strategy targeting teenage tastes and preferences.’’
Wimpy, which hit the Indian market in 1983, currently has 14 restaurants across India — 10 in Delhi and the National Capital Region (NCR), and the rest in Bangalore, Ludhiana, Jalandhar and Indore. Two more Wimpy fast food joints are opening shortly. The strategic partnership with Wimpy will enable Pepsi with its range of soft drinks access to all Wimpy outlets including its take-away outlet at the New Delhi railway station.

Wimpy originated before World War II in Chicago and went on to establish itself in Europe and the Middle East. Its world famous burger logo was sought after even by Burger King when it acquired major restaurants in 1990. Wimpy, currently, runs about 1,000 restaurants worldwide.

Globally, Pepsi has a tie-up with some of the leading players including Pizza Hut and KFC owned by Tricon Restaurants, Planet Hollywood, Big Boy Burger and others. In India apart from some global alliances, Pepsi has led its retail chain development very aggressively and roped in many local outlets including PVR and Taj Hotels.

Coke, on the other hand, has alliances with major food joints such as Dominos Pizza and McDonald’s.