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International QSR & fast food chains opting for Indianisation of menus


Global quick service restaurant (QSR) and fast food chains like Dunkin’ Donuts, Starbucks, Wendy’s, Krispy Kreme, KFC, Taco Bell and Genuine Broaster Chicken (GBC), which have forayed into India, are tweaking their menus to cater to the palates of Indian customers.

There are various things that need to be considered when international brands expand to a potential market. Apart from getting the basics right like the legality and licenses, it is important to understand the dining demographics and identify if the people are prepared to try out something new.

One of the most important aspects of a food and beverage brand that needs to be dealt with most carefully is its menu. While it is imperative to stay true to the brand, it is also important to be able to match the palate of the customer.

For example, 70 per cent of McDonald’s menu is for the Indian market. It’s very true that every interview of a foreign QSR chain’s head in India, talks about evolving the Indian taste palate.

People in India are delighted to try foreign food and a twist of Indian touch is doing wonders for all the foreign QSR and casual dining chains in India. And therefore, aloo tikki and paneer are on the menu of the international burger giant in India.

Similarly with KFC which has Indianised rice bowls to please the Indian consumers. This is similar for so many other brands looking to make a mark in Indian market.

Genuine Broaster Chicken (GBC), which announced its entry in India earlier this earlier and has its first outlet in Mumbai, has adopted a similar policy.

The brand tied up with Chef Harpal Singh Sokhi to give a magical Indian touch to its menu. Consumers can today find options like palak paneer burger and chulbul soda on their menu. Even fried chicken has been given a spicy touch to match the Indian palate.

Source : FNB News

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