With the opening of its latest Quick Service Restaurant outlet at Chakala Metro station in Andheri, Mumbai, Burget King India Pvt Ltd, the master franchisee for BURGER KING international, has grown, in its fifth year of operations here, to 200 restaurants in India. With its latest addition, the chain’s footprint in India includes Delhi NCR, Punjab, Rajasthan, Mumbai, Nashik, Pune, Bengaluru, Chennai, Hyderabad, Kerala, Gujarat, Dehradun, UP, Bhopal, Gwalior and Bhubaneswar, among other places. It had reached the 100-restaurants mark in 2017, and has doubled that in just 22 months since.
Burger King embarked on its journey in India with the opening of its first restaurant in Nov 2014 at Select Citywalk Mall in South Delhi. In the last five years, Burger King has been the fastest growing QSR in India with presence across 44 cities. The brand enjoys strong presence in metros and tier 1 cities and is also expanding into tier II cities in an increasingly aspirationally charged India.
Burger King has different formats of restaurants that are present across malls, high streets and transit locations like airports, highways and metro stations. The 200th restaurant is situated at Chakala Metro station in Andheri,Mumbai.
Rajeev Varman, CEO, Burger King India Private Limited, said, “We are extremely excited and happy with our growth journey so far. We have doubled the store count to 200 stores within a short span of time.
“Crossing a landmark milestone is a humbling experience and it only pushes us further to ensure the best for our guests. We will continue to upgrade our restaurant experience and delight our guests with customised menus built on regular innovations. We will continue to stay focused on providing highest standards of food quality and best in class service to our guests,” Varman said.
Burger King is known in India for its locally inspired and developed range of burgers. It recently also added wraps and breakfast to its menu. And, of course, there’s also the international favourite, the ‘Whopper’.
Remember the audacious Whopper Detour campaign?
Recently – in December 2018 — its mother brand had rolled out a truly audacious guerilla marketing initiative that won plaudits at the highest global levels. Marketing experts and students alike will recall the brilliant geo-fencing and Whopper Detour campaign. It was a campaign that literally fried the ‘golden arches’ by turning more than 14,000 McDonald’s into BURGER KING®restaurants. Well, sort of. For a limited time, using geofencing and mobile tech, it told potential customers that when they went to within 600 feet of a McDonald’s restaurant, they could order a flame-grilled WHOPPER® sandwich for only 1¢ on the newly revamped BK® App. They called it the WHOPPER® Detour.
It worked by by geofencing McDonald’s locations across the US. If a guest was inside one of those geofenced areas and had the new BK® App on their device, the app would unlock the WHOPPER® sandwich for a penny promotion.
Once the 1¢ WHOPPER® sandwich order was placed, the user would be “detoured” away from McDonald’s, as the app navigated them to the nearest BURGER KING® restaurant for pick up.
What the WHOPPER® Detour promotion achieved was to trigger downloads – traditionally a challenge for any QSR app — of the then newly relaunched BK ® App which was offering order-ahead functionality – taking it from #686 straight to the top on both, iOS and Android, and across all categories. And across just 9 days of promotions (4-12 Dec 2018), it also shepherded the highest footfalls in 4.5 years from vicinities of and near 14000 McDonald’s restaurant locations to Burger King restaurants US-wide.