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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