The burger market sizzles like never before.
Two decades ago, India’s big fast food story was how the market had desified rather than deified McDonald’s, a model of efficiency that had worked just about everywhere else on the planet. In a twist of an old American saying, ‘Sell the sizzle not the steak’, the brand didn’t just keep its core global offering—beef—off its Indian menu, it went about selling the whole kitchen, so to speak: it had vegetarian and nonveg sections on display for all to see, complete with cooks in different coloured aprons to tell them apart. With its diet sensitivity credentials thus established in a famously fussy country, its McAloo Tikki potato burger was to prove a rage. McDonald’s Inc had success, marketers had a great case study of brand adaptation, consumers had a ‘burger’ defined as anything that could snuggle into a bun, and everyone knew who to thank—McDonald’s local partners. The company had entered India through a couple of 50:50 joint ventures (JVs) with Indian entrepreneurs. One of these was Connaught Plaza Restaurants, whose job was to open outlets in the north and east. The other JV was Hardcastle Restaurants, for the west and south. And they were both raring to span the horizon with those glowing arches.
Denne historien er fra March 21, 2016-utgaven av Open.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra March 21, 2016-utgaven av Open.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
Can Therapy Break The Taboo Of Hypersexuality?
Can therapy break the taboo of hypersexuality?
Afghanistan: Waiting For A New Life
Ravaged by war, terror and bad politics, Afghanistan is waiting for a new life after the withdrawal of American troops.
Grand Opening Of Dance Bars, Are The Girls Excited?
Following a Supreme Court order, Mumbais dance bars are preparing for a grand opening. Are the girls equally excited?
Discovery Of Colonial India
Lord Hastings 1814 journey from Calcutta to Punjab with painter Sita Ram is a discovery of Colonial India through lives mundane and magical.
Imtiaz Ali: Auteur In Love
Imtiaz Ali's new film too is a celebration of desire and longing. The filmmaker in conversation with Divya Unny.
Athleisure, A Lifestyle Trend Of This Decade
As the defining lifestyle trend of this decade, athleisure has changed the way we dress, appear, move and feel.
Hate Wave In Communal India
Provocative clerics, frenzied mobs and the widening fault lines of communal India.
Delhi Government: Getting Even With The Odd Chief Minister
A righteous Kejriwal makes the governance of Delhi all about one man’s whims and paranoia.
India’s Cricket Prodigies: Who Will Stay Like Tendulkar?
India’s cricket prodigies today are luckier than their predecessors, but who will stay the distance like Tendulkar?
Dating Apps: A Sexual Revolution
As the dating app sets up office in India, its first ever outside the US, Lhendup G Bhutia signs on to see what the fuss is all about. He comes out unwanted.