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Making a new burger market with no beef

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The fast food giant Burger King hasn't even officially launched in India yet, but it has already proven a huge success in the country. Burger King India's Facebook page has already racked up over 100,000 likes within only seven days of launching, indicating that by the time the official launch this sunday (the 9th of November) at the Select Citywalk shopping mall in New Delhi, there will already be thousands of hungry customers waiting to sample the goods. Burger King is the second largest fast food chain in the world, with over 11 million guests visiting the 13,000 worldwide restaurants every day.

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Burger King India's Facebook page has already racked up over 100,000 likes within only seven days of launching

The word has been spread through a social media campaign targeted at those who have already experienced a Burger King meal, with users asked to share their best Burger King memories via the #BestOfBurgerKing hashtag. Uma Talreja, chief marketing officer for Burger King India, said “It has been a planned strategic outreach to existing fans of the brand who reside in India.” She believed that “Burger King has carved a special place in the hearts of millions of Indians,” and they wanted them “To share their own experiences and introduce the brand to their friends” through word of mouth and via social media. The results have been “Extremely encouraging with thousands of customers advocating the Burger King experience” before the doors are even open!

Burger King is Heading to India with Beef-Free Whoppers

India represents an opportunity for the brand to spread beyond its home base, opening more outlets in the country by the end of the year as it attempts to make India (alongside China) its biggest market in the Asia-Pacific region. Of course, with the cow considered a sacred animal by the Hindu religion, beef will not be on the market at any Indian Burger Kings, meaning customers will have to choose instead from chicken, mutton or vegetarian burgers. The brand stated on their Facebook page; “We have a wide range of options you'll love. We do not have beef on our menu but our options will certainly delight you.” The brand's reputation as a beer burger franchise is undoubtedly why it's taken this long for the company to branch out into India, but the response they've received so far seems to suggest they need not have worried.

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Customers are able to “Pre-order” their “Whopper” burgers at a special price, with each user also receiving a free promotional t-shirt along with their burger

The brand is also trying out a revolutionary new e-commerce venture for the Indian launch with online auction site eBay. This will allow customer to “Pre-order” their “Whopper” burgers at a special price, with each user also receiving a free promotional t-shirt along with their burger. Customers ordering via eBay will receive a coupon via courier, which they will be required to present at the store to claim their burger. The pre-order campaign also appears to have caught o, with Burger King India taking to Facebook to thank consumers for “Such an overwhelming response” to the “Whopper Shopper Sale” on eBay India and for giving them “Such a heartwarming welcome already!

Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK. The very idea of a beef-free Whopper makes him feel very sad indeed.

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