Wendy’s is taking McDonalds head-on in the Indian market
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India’s Quick Service Restaurant war seems to be never ending. At a point when saturation point in burger has been reached, thanks to As per a news report by The Economic Times, its starting menu has 11 vegetarian and 10 non-vegetarian products with burger prices going up to about Rs 200 apiece.
Talking to the ET, Wendy's global president
"It is a strategic call that the brands take. You can play the sub-Rs 30 game by re-engineering the product build and certain consumers don't mind it because they understand the price-value equation very well. For brands, this means lower per unit profits but much higher penny profits driven by huge traffic and an added opportunity to up-sell other items like fries and beverages," Sabharwal told the ET.
According to Sabharwal, the price elasticity at lower price points is huge in India. "You can sell more than 700 burgers a day at Rs 27 per unit but this drops to 250 if you increase price to Rs 35 per unit," he says. Prices at Burger King start atRs 35, McDonald's sells burgers upwards of Rs 27, and KFC sells burgers starting at Rs 29. Wendy's Ligten admitted that the firm had lost the first mover advantage in India, but hinted that coming in late has its advantage. "Thanks to them (McDonald's and KFC), we don't have to educate Indian consumers about western QSRs (quick service restaurants)," said Ligten, a former employee at Yum! that owns KFC and
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The Et report reads, officials at Wendy's, however, feel there are enough consumers for 'quality' products. "People are eating less pizzas and burgers here despite low prices because of the quality of the food," said Jasper Reid, head of
(Image: Hufffington POst)
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