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May, 04 2015

“We are looking forward for growing brand’s relationship in India”

Burger King is another American F&B giant to hit the Indian market. The global chain of hamburger fast food restaurants is fast tapping India's key markets- Mumbai, Bengaluru, Punjab and NCR.

In a talk with Rashi Mathur, Rajeev Varman, Chief Executive Officer, Burger King India, shares his company's vision for India.

Tell us about Burger King's reach.

Burger King is a global chain of hamburger fast food restaurants headquartered in Miami, Florida, United States. Burger King is one of the largest fast food hamburger chains in the world. Every day, more than 11 million guests visit Burger King restaurants across 13,000 restaurants around the world.

What steps did you take to suit the Indian market?

Prior to launching in India, Burger King undertook an exhaustive exercise to closely understand the Indian meal preferences across tier I and II cities. The diverse menu was accordingly created to ensure quality offerings across price-points. Special emphasis was given to setting up an extensive vegetarian menu. We introduced Veg Whopper exclusively in the Indian market.

What is your mode of operations?

As master franchisee, we currently own and operate all Burger King restaurants in India. We have the rights to sub-franchise.

How many franchise restaurants have you opened so far?

We began Burger King operations in India in November 2014. Presently we have 13 franchise outlets. They are a mix of restaurants and food court outlets.

How has the Indian market responded to the American brand?

We are extremely pleased with the response to the Burger King restaurants that have opened since late 2014 and look forward to growing the brand's relationship with our guests in India.

 

 

 

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