NewZNew (Chandigarh) : Burger King, the American burger chain opened its first outlet in Chandigarh today. The outlet is the first one in the state of Punjab. This store is located in the Food Court of Elante Mall, Industrial Area Phase I, Chandigarh.
With the opening of this outlet, the country has 17 of Burger King Outlets in the country. With a robust expansion plan, the burger brand is currently available in Delhi, NCR, Mumbai and Pune and soon after Chandigarh will open doors in Bengaluru.
Commenting on the launch, Mr Rajeev Varman, CEO, Burger King India said, “India is a unique market. The taste palates though is experimental, mostly people like to savour the taste they are brought up with. That is why we have created an entirely new menu for India. None of our offerings on the menu are from our global portfolio as we wanted to start afresh. Burger King India’s menu is quite innovative and we wish to offer our customers a whole new experience of burgers. We wish to create a distinct identity and taste that our consumers with resonate with.”
He added, “We are having six vegetarian patties made from entirely different base materials, one with mutton, and six options in chicken. The vegetarian and non-vegetarian mix of products is 50:50. We did a complete tour of several cities with a senior team, in places like Chennai, Ahmedabad, Amritsar, and Lucknow down streets. We started the product development process from scratch — we did not carry products from abroad but carried concepts and the cooking platform and ethos that Burger King is known for.”
The menu for India was tested through consumer research with 3000 consumers prior to launch for taste, like ability as well as pricing and has seen very food success so far
Apart from the flagship Whooper (R) , which is available for Indian consumers in veg , chicken and mutton variants , the brand has also launched a very unique and tasty Tandoor chicken grill burger that is a best seller and the brand is keen to see the response for the product in Chandigarh
The unique appeal for Burger King lies in the quality where the brand is conscious of its standards and uses 100 percent protein like chicken and mutton to form the patties and uses pulp of real fruit in its shakes. The quality is reflected clearly in the superior taste and helps the brand lives up to its promise of ‘Taste is King ‘.