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McDonald’s and their adaptation of the McVeggie Burger for the Indian market

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McDonald's has adapted its menu for the Indian market by offering the McVeggie Burger, a vegetarian option that aligns with local dietary preferences and restrictions.

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Characteristics of the New Market and Segment

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Characteristics of the New Market and Segment

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A significant portion of India’s population follows a vegetarian diet for cultural and religious reasons.

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Many Indians avoid beef and pork due to religious beliefs. The McVeggie Burger fits these restrictions perfectly.

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Urban young people in India seek convenient fast food options that are also vegetarian, making the McVeggie Burger appealing to this demographic.

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India has a strong tradition of street food. Introducing a product like the McVeggie Burger, which offers a fast-food experience with a local twist, can attract consumers used to street food.

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With growing awareness about health and nutrition, the McVeggie Burger can be seen as a healthier option compared to traditional meat-based burgers.

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In India, buying habits are driven mainly by rational reasons related to diet and religious restrictions, but also by emotional factors, as consumers look for options that align with their cultural values and personal preferences.

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Menu Adaptation

Local Ingredients

Local Marketing Campaigns

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Suggested International Market Access Model

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Suggested International Market Access Model

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Franchising

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India-Mexico Chamber of Commerce: This organization can assist McDonald’s in entering the Indian market by connecting them with local partners, offering market insights, and helping navigate regulatory challenges.