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.
However, competition is rising in the QSR space as new homegrown and multinational operators enter the fray and expand their outlets and franchises network across metros and top-tier cities. The intense competition is spurring innovation among QSR operators.
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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^.