Miami-based burger chain Burger King will open its first store in India at New Delhi's Select City Walk mall on Sunday with its first ever vegetarian menu, the company's CEO Rajeev Varman said.
Its signature `whopper' burger, for example, has been customised with a vegetarian variant, not available anywhere in the world. "We have not carried any product from global markets.... India is the only market where we have done so," Varman said.
Burger King will adopt an aggressive pricing strategy, selling side dishes at upwards of Rs.25 and burgers at Rs.35 and above, as it looks to take on rival McDonald's head on in India's Rs.5,500-crore eating-out market.
Burger King has tied up with PepsiCo to sell the soft drink firm's beverages at its stores. McDonald's has a similar tieup with Coca-Cola. Burger King is setting up stores in India in association with PE fund Everstone Capital, with which it inked a JV las t year.
Its signature `whopper' burger, for example, has been customised with a vegetarian variant, not available anywhere in the world. "We have not carried any product from global markets.... India is the only market where we have done so," Varman said.
Burger King will adopt an aggressive pricing strategy, selling side dishes at upwards of Rs.25 and burgers at Rs.35 and above, as it looks to take on rival McDonald's head on in India's Rs.5,500-crore eating-out market.
Burger King has tied up with PepsiCo to sell the soft drink firm's beverages at its stores. McDonald's has a similar tieup with Coca-Cola. Burger King is setting up stores in India in association with PE fund Everstone Capital, with which it inked a JV las t year.
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