Burger King Leads India QSR Battle as Chains Balance Value and Premiumization

India's quick-service restaurant chains have shifted their focus from relying solely on price to attract customers. Restaurant Brands Asia, which operates Burger King in India, reported a 12.6% same-store sales growth in the June quarter, the highest in 15 quarters.

The company credited the success of its Korean burger line and peri-peri products as 'powerful traffic drivers.' The value push remains consistent, with offers like two for Rs. 79 and two for Rs. 99 still available.

Sapphire Foods, which operates KFC in India, reported a 5% increase in same-store sales during the quarter. The company introduced new products such as the KFC Shawarma and Double Chicken Dynamite, while maintaining its value side with offerings like the Rs. 99 Chicken Krisper meal.

Westlife Foodworld, which operates McDonald's in western and southern India, reported a 3% same-store sales growth after struggling in the previous quarter. The company attributed the growth to increased visitor numbers, with its everyday-value meal continuing to drive dine-in traffic.