Popular fast food giant McDonald’s has been in India for two decades and is known for its budget-friendly burgers and a variety of menu items. The US-based company is now all set to introduce its ‘Royale’ range in the country, which will feature bigger-sized burgers, compared to the current ones.
The new Premium range burgers will be 20 percent bigger than the existing range and will be priced between Rs. 130 and Rs. 135. The existing burgers cost between Rs. 25 and Rs. 115. Kailash Agarwal, the director for new business channels at McDonald’s said, “Our positioning is clear. We are more than a value brand…we are a family restaurant brand that has products available for everyone”.
Observers in the industry say that this is another step that the popular company is taking in order to stop being perceived as a kid’s hangout place and to increase revenue in a muted economic environment. The senior vice-president at Technopak, Ankur Bisen said that like every player in the sector, McDonald’s is also facing the challenge of reduced demand, as well as margin pressures.
The recent move has been made in an attempt to improve margin and sales. The move will also help the company to give a tough fight to its rival Dunkin Donuts.
Photo Credits: McDonaldsIndia