BURGER KING
vendors are given the opportunity to innovate new menu options .
“ Our vendor partners really demonstrate a huge amount of agility , flexibility , and high speed to market when launching new products ,” observes Dey . “ The kind of collaborative effort they have demonstrated has been phenomenal . They have an equal conviction to the Burger King brand as our team and I think that ’ s so important .”
Sandeep Dey Chief Supply Chain Officer
Quality , taste and value are the fundamentals at Burger King India and balancing these conflicting priorities is perhaps one of the biggest challenges facing the company today .
Cost leadership By optimising the company ’ s distribution cost and leveraging shared services and infrastructure , Dey and his team are driving down transportation costs . Combined with the company ’ s relevant brand and flexibility in its supply chain , this has proven to be a recipe for success .
“ Our supply chain has played a tremendous role in helping set up Burger King as a brand in the Indian market ,” asserts Dey . “ To be able to find high-quality vendors who can deliver consistent quality at competitive costs has been challenging and a lot of effort has gone into the supply chain to ensure we can deliver our complex menu , but I think that has been the real trick which has helped us succeed in this market . We have developed a strong back end that can support our diverse , complex menu and which can fulfil our consumers ’ needs .”