New Delhi, April 17: A late entrant to India's fast- food market, Burger King is looking to position itself as a leading quick service restaurant brand and is likely to add 35-40 outlets this year across the country.
It entered India in November 2014, as against its American rival McDonald's foray in 1996. Other layers in the QSR space include KFC and Dunkin' Donuts.
"Burger King is a mass brand and the idea is to get into every city including tier 1, 2 and 3. The plan is to build a huge portfolio of restaurants in India. Objective is to lead in India as a restaurant brand in QSR (quick service restaurants)," Burger King India CEO Rajeev Varman said.
The company, which operates 48 stores in India, indicated that it is likely to expand at the same pace as last year - opening 35-40 stores in 2016.
"Last year, we had entered about 13 cities, with major cities like Bangalore, Mumbai, Delhi, Hyderabad, Punjab and Pune.We are continuing to build at a similar pace like last year. We are making sure that we cover all markets," he added.
Burger King opened 10 restaurants in 2014, and added another 38 in 2015. When asked if the Burger King will open stores in existing cities or tap new markets as its expands in the country, Varman said: "We will continue to build in cities that we have entered and will also continue to build in newer cities. The aim is to effectively reach our customers."
As a part of its focus menu innovation, Burger King has brought in India recent global launch 'Angry Whopper' made of red buns and spices. "We are committed to giving our guests in India a whole new experience in burgers/QSR. We want to be in the forefront of product innovation. Angriest Whopper was launched across 35 countries on March 29," he said.