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Rajeev Varman Said: "India Is One of The Fastest-Growing Markets For Burger King." and Burger King's

Burger King plans to focus on international expansion, especially in Asia-Pacific, to drive 80% of its future growth as its outlet numbers have declined in other regions. The CEO predicts that Asia will surpass Europe to become Burger King's leading international market in the next few years. However, Burger King has faced challenges developing in China due to early market entry by competitors like KFC and McDonald's, a lack of localization of its menu, and reliance on food delivery platforms rather than its own delivery system. In contrast, Burger King has seen better growth in India by offering a beef burger that respects local tastes and religion, investing in digital campaigns, and growing its home delivery business significantly.

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72 views1 page

Rajeev Varman Said: "India Is One of The Fastest-Growing Markets For Burger King." and Burger King's

Burger King plans to focus on international expansion, especially in Asia-Pacific, to drive 80% of its future growth as its outlet numbers have declined in other regions. The CEO predicts that Asia will surpass Europe to become Burger King's leading international market in the next few years. However, Burger King has faced challenges developing in China due to early market entry by competitors like KFC and McDonald's, a lack of localization of its menu, and reliance on food delivery platforms rather than its own delivery system. In contrast, Burger King has seen better growth in India by offering a beef burger that respects local tastes and religion, investing in digital campaigns, and growing its home delivery business significantly.

Uploaded by

peihan jiang
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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After years of seeing outlet numbers in decline or modest growth, the fast food chain is embarking on

ambitious plans to build its brand internationally, with a focus on Asia-Pacific.

Burger King has said it expects 80% of future growth to come from international expansion, with Asia
playing a leading role. Chidsey has predicted that Asia will surpass Europe to become the leading
international market for Burger King in the next few years. He said: “While Latin America and Europe will
continue to grow, I think the opportunities in Asia are so much stronger,”. Euromonitor International
indicates that Asia-Pacific was the region of the world where burger fast food enjoyed not only the
biggest value growth but also the biggest outlet expansion between 1999 and 2006.

But in fact, the development of burger king is not very prosperity in China, Use the KFC as the
comparison. First, KFC and McDonald entered the Chinese market very early which brings Burger king
the huge market competition. Under the pressure, Burger king will be difficult to develop.

On the other hand, the menu of KFC is very localization, such as they provide the spicy food in Chinese
menu. But burger king didn’t localization the menu, their burger still following Western eating habits to
adding pickles and onions into the burger that Chinese people don’t like to eat. So, they ignore the local
taste.

The last one is the KFC has an independent and fast food delivery system in China, but burger king, but
burger king can only rely on some takeaway platforms to deliver their food which slowed down the
delivery efficiency and quality.

Conversely, Burger King’s development in India is better than in China. The CEO of burger king in India
Rajeev Varman said: “India is one of the fastest-growing markets for Burger King.” And Burger King's
stores in India will continue to focus on opening 35-45 outlets a year and sustain this pace of growth.

The large population of the Indian market has brought more profits to Burger King. On the other hand,
Because of the religious beliefs of Indians, most people only eat halal food they don’t eat pork, Burger
King provides a beef stuffing burger, fully respect the taste of the locals. They also continue to invest in
integrated digital and mass-media campaigns to reinforce their brand connect with consumers. Last,
Over the last one-and-a-half years, they have grown the home-delivery business by double digits and it
has now become a significant portion of their business.

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