With its infamous motto “ be your way ,” Burger King is renowned for its commitment to customer choice . Now expanding its grasp on the Indian market , the fast food giant reveals how its supply chain is helping to satisfy the nation ’ s appetite for taste , quality , and affordability
As one of the most recognisable brands in the world , Burger King is a company that needs little introduction . Every day , more than 11mn customers sink their teeth into the burger chain ’ s menu and now , thanks to its ambitious expansion plan , the company is expanding its reach in India .
Embarking on a mission to become the nation ’ s leading fast food restaurant , Burger King India has strived to optimise its supply chain , drive innovation , and uphold its core values of taste , quality and affordability .
The Florida-based burger chain has made a splash in over 100 countries across the globe . However , this isn ’ t a matter of taking the brand ’ s American success and duplicating it abroad , explains Chief Marketing Officer , Kapil Grover . Rather , the company ’ s entire strategy , brand , and menu have had to be tailored to fit the unique tastes of the Indian market .
A unique market “ Quick service restaurants ( QSR ’ s ) operate differently in the western world than they do in India ,” explains Grover . “ In the western world , QSR ’ s are focused more on the idea of convenience and so a large number of the consumptions happens via drive-thrus but in India , it ’ s more about the experience and the aspirational qualities of the brand .
“ Our overall vision is to be the leading QSR in the country , and we want to achieve that by offering the besttasting burgers , made with highest quality ingredients , offered at the most affordable prices ,” he adds .
It is an upward trajectory that tells the story of Burger King India . The fastfood giant launched its first restaurant
158 February 2018