Affordability is integral to McDonald's: Rameet Arora

McDonald has launched Masala Grill burger-a blend of aromatic, spicy minced patty that resonates with Indian kebabs and spicy sauce flavored with typical Indian herbs. The Masala Grill Veg and Chicken burger has been created keeping the young adults and teenagers in mind who form a significant part of McDonald’s consumer base and is priced at Rs.45 (Masala Grill Veg) and Rs.50 (Masala Grill Chicken).

According to Rameet Arora, Senior Director (Marketing, Menu Management & Communications) Hardcastle Restaurants Pvt Ltd (McDonald’s west and south operations.), said that affordability is integral to them and McDonald’s tries to ensure that all their products are affordable without compromising on quality.

The marketing campaign for this burger has been designed keeping the pakka Indian flavor of the burger as well people’s pakka Indian nature in mind. McDonald’s has launched an extensive 360 campaign for the launch of this product, which includes OOH, digital, radio, print and an exciting new TVC. McDonald’s has been using the digital medium for all their burger campaigns and are present on all youth centric websites including facebook, twitter and youtube. A new activation has been planned for radio however the maximum emphasis will continue to be on

In 2013, Rameet said that McDonald’s will continue to concentrate on their chief promise of value, competing with themselves as they believe McDonald’s has no competition in the market to compete with except itself.