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
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s 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
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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