scorecardresearch

Indian flavours on Burger King menu

Burger King, the second largest fast food hamburger chain in the world, which made its India debut a year ago, said that it has created an entirely new menu for the country, taking into consideration the food culture of the people.

Burger King, the second largest fast food hamburger chain in the world, which made its India debut a year ago, said that it has created an entirely new menu for the country, taking into consideration the food culture of the people.

The menu for India was tested through consumer research with 3,000 consumers prior to the launch. The diverse menu was accordingly created to ensure quality offerings across price-points. Special emphasis was laid in setting up an extensive vegetarian menu for India.

Rajeev Varman, CEO, Burger King, India said, “India is a unique market. The taste palates though is experimental, mostly people like to savour the taste they are brought up with.

That is why we have created an entirely new menu for India, as we wanted to start afresh. Burger King India’s menu is quite innovative and we wish to offer our customers a whole new experience of burgers. We wish to create a distinct identity and taste that our consumers will resonate with.”

Get live Share Market updates and latest India News and business news on Financial Express. Download Financial Express App for latest business news.