Burger King, eBay tie up for pre-launch orders
Unable to resist the
temptation of India's sizzling online growth story , US fast-food
giant Burger King has hopped onto the e-commerce bandwagon. The
second-largest burger chain in the world (McDonald's is the largest) has
partnered eBay India to launch its burgers online even before it has
opened the doors of its first store in the country . Consumers will
be able to pre-order Burger King's signature burger Whopper, one of the
world's most popular five-inch diameter burgers, for a limited time
period, which will coincide with the company's store launch. “We thought
it's our best bet to reach as many people as possible during our
pre-opening days. On our Facebook page, we saw a lot of Indian consumers
posting pictures of the Whopper. So, we thought why not offer it online
first,“ said Uma Talreja, chief marketing officer, Burger King India.
Burger King's first store is slated to open in the national capital on
November 9 followed by subsequent launches in Mumbai and 10 other
locations. After pre-ordering the Whopper online for Rs 128, select
consumers will be able to redeem their coupons at Burger King outlets.
The marketing move by the American fast-food chain is the latest among
companies offering exclusive pre-ordering online.
Earlier, it was just cell phone makers including Samsung, Motorola and Xiaomi, among others, which tasted immense success. But now, food and beverage brands are also not shying away from taking the online route to stoke pre-launch interest among consumers. In September, Coca-Cola launched its new diet drink Coke Zero online in partnership with Amazon India.
Latif Nathani, MD with eBay India, said that India's ecommerce space would see more such partnerships. “Indians are shifting to e-commerce seriously and even food and beverage companies see this as a major opportunity to reach as many people as possible in the least time. We expect more such deals in the near future,“ he said.
Earlier, it was just cell phone makers including Samsung, Motorola and Xiaomi, among others, which tasted immense success. But now, food and beverage brands are also not shying away from taking the online route to stoke pre-launch interest among consumers. In September, Coca-Cola launched its new diet drink Coke Zero online in partnership with Amazon India.
Latif Nathani, MD with eBay India, said that India's ecommerce space would see more such partnerships. “Indians are shifting to e-commerce seriously and even food and beverage companies see this as a major opportunity to reach as many people as possible in the least time. We expect more such deals in the near future,“ he said.
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