ASIA local customers , Burger King India developed around 18 unique burgers for the Indian market that cannot be purchased anywhere else in the world .
“ India is a very different market compared to anywhere else in the world in terms of the country ’ s taste palate and unique vegetarian preference . Over 50 % of the population here is vegetarian , so we couldn ’ t take the international menu and apply it here . It had to be completely redesigned .
“ Then we had to adapt our supply chain to be able to manage that level of complexity , because although it offers unparalleled variety to the consumer , it also has to offer consistency in taste and quality .”
Vendor partnerships Menu innovation has been integral to Burger King India ’ s success . Grover says that this is largely due to the brand ’ s vendors and processes such as the supplier-led innovation programme ( SLIP ), whereby
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