McDonalds has rolled out Coca-Cola and Sprite drinks mixed with traditional Indian spices to appeal to local palates. Credit: Lance Lozano/ Unsplash.

McDonald’s India, in collaboration with Coca-Cola India, has launched new beverage options for Indian consumers under its “Mixology” platform.

The fast food operator rolled out Coca-Cola and Sprite drinks mixed with traditional Indian spices to appeal to local palates.

With these new product launches, the company targets a young and experimentative consumer base, particularly Indian Millennials and Gen Z.

Western quick service restaurants (QSRs) are popular venues for middle-class families and youth in urban India. Western fast food offerings, such as burgers, hot dogs and pizza, have become household names in urban locales.

With the Covid-19 restrictions lifted, Indians are dining out more often, with QSRs recovering faster from the pandemic’s impact than full-service restaurants. According to GlobalData’s Q1 2023 survey, consumer spending at QSRs has recovered, wherein 56% of Indian consumers said their spending in QSR venues was very high or quite high.

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McDonald’s India is leveraging flavour innovations to refresh its menu offerings and boost consumer footfall. Accordingly, McDonald’s India and Coca-Cola India collaborated to launch two new mocktails—‘Masala Pop X Coke’ and ‘Chili Guava X Sprite’— by infusing Coca-Cola and Sprite with traditional Indian spices and flavours.

The out-of-the-ordinary flavour of the new Coca-Cola and Sprite mocktails can appeal to 75% of Indian consumers who consider “novel or unique” as an essential or nice-to-have feature while making a purchase.

With these localised flavour innovations, the company targets Millennials and Gen Z consumers seeking novel consumption experiences. Notably, GlobalData’s 2023 survey reveals that the product/service choices of 69% of Indian consumers are often or always influenced by how unique or enjoyable the product/service is^.