{
  "id": 9731751,
  "title": "A Rs 99 bet: India’s QSRs rethink the value game",
  "url": "https://urgent.news/2026/09/25/a-rs-99-bet-indias-qsrs-rethink-the-value-game",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-25T07:18:47.000Z",
  "source": {
    "name": "The Economic Times",
    "slug": "the-economic-times",
    "url": "https://economictimes.indiatimes.com/industry/cons-products/food/indias-qsrs-rethink-the-value-game-with-rs-99-offers-kfc-pizza-hut-devyani-sapphire-westlife/articleshow/134476699.cms"
  },
  "original_language": "en",
  "account": "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.",
  "summary": null,
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}