A Rs 99 bet: India’s QSRs rethink the value game
A mere Rs 99 price tag can make or break a customer's decision to order from a quick-service restaurant (QSR) in India. As the market expands and competition intensifies, QSR chains are rethinking their value game to win back hesitant customers. KFC, McDonald's, Burger King, Zomato, and other QSRs are testing lower price points, fresh-food vending pods, and coffee to entice diners outside traditional meal times.
While cheaper food is a key factor, the ultimate goal is to reduce customers’ hesitation to order. The current recovery in India’s $90 billion food-services market appears driven more by volume than promotion, although value pricing has proven effective in attracting new consumers. However, it remains uncertain whether the initial “yes” to ordering will translate into sustained growth.
Written by urgent.news from The Economic Times's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
