Completely backing the decision of Burger King to come to India and expand, I feel that McDonalds still dominates the burger market in India at this point of time. As said by Rachit in his blog ( https://blogs.ubc.ca/rachitdangayach/2016/10/02/burger-king-in-india/ ) , the strategy and the approach behind it was well sought out. Having close to 50 stores in India now even after being opened just a couple of years ago, the business expects to open up 40 more stores this year.

[ Figure 1: Burger King in India , www.google.com]
[ Figure 1: Burger King in India , www.google.com]
 One of the strategies that Burger King used which was more or less similar to McDonalds’ was that it altered their menu considering the religious beliefs and the customer segment. Although the initial response has been motivating, but it is just a tad too early to draw big conclusions.

Having given the Indian customers another place to try out and have a burger other than McDonalds, KFC and other local shops on a smaller scale, Burger King has announced its arrival with a bang.

In my view, McDonalds still leads the race even with the entry of a new potential force.

The main reason in my opinion is the variety in their menu as compared to Burger King. Even though Burger King has just started its venture, but there is certainly a lack of trust in the vegetarian products being provided by them to the market in which vegetarian customers are present in a significant number.

[ Figure2: Menu of McDonald's in India, www.google.com]
[ Figure2: Menu of McDonald’s in India, www.google.com]
Also, the mindset of the customers also is an important factor which needs to be taken into consideration. In India, KFC and Burger King to a certain extent, generally, are perceived as brands offering extensive non-vegetarian products with just a few vegetarian products. This perception directly plays into the hands of McDonalds plus with McDonalds providing a breakfast menu separately, gives them competitive advantage.

[ Figure 3: Part of Menu of Burger King in India, www.google.com]
[ Figure 3: Part of Menu of Burger King in India, www.google.com]
Burger King has attracted a lot of customers, with its impact being slow but definitely steady. The prospect does look good and it can be a game-changer in the industry if they are able to keep hold of their customers and eventually make few more taste-buds change their taste with innovations and quality customer care in the coming years.

All said and done, Burger King needs to be given more time to really establish itself and create its own foothold in the market. Even though its hard to predict the future due to the unpredictability of the dynamics in a business, one can only predict with certainty that the race is never ending and the competition continues to be cut-throat.

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Bibliography:

  1. http://economictimes.indiatimes.com/industry/cons-products/food/burger-king-to-add-about-40-outlets-in-india-this-year/articleshow/51862296.cms
  2. Google Images