In the coming years, innovation will drive Wendy’s expansion in India: Nishant Kedia

Wendy’s has taken a bold step in the Indian fast food market with its innovative Flavour Fresh range, designed to cater to the diverse and evolving Indian palate. This move reflects Wendy’s commitment to localisation and its dedication to offering unique flavour combinations to Indian consumers. The Flavour Fresh range blends global fast-food expertise with authentic Indian ingredients and spices, creating enticing options like the Nachoburg Cheese Veg Burger and Firebolt Tandoori Paneer Burger.

Wendy’s, in collaboration with Rebel Foods, has carefully customised its menu to align with Indian preferences, ensuring it resonates with local flavours. This adaptation combines Wendy’s global fast-food proficiency with Rebel Foods’ culinary expertise and technology-driven approach, making the menu both accessible and appealing to Indian consumers. Through technology, Wendy’s aims to personalise the customer experience and offer a wide variety of choices. They employ the Rebel Operating System and EatSure, India’s first smart food court app, to streamline operations, provide real-time recommendations, and efficiently process orders.

In conversation with Adgully, Nishant Kedia, Category & Brand Head, Rebel Foods speaks at length about the Wendy’s flavour fresh launch, offering a diverse culinary experience, global expansion, and much more.

What were the key considerations behind Wendy’s decision to launch a new flavour range for Indian consumers? Could you tell us more about the unique flavour combinations that Wendy’s is introducing to India with the Flavour Fresh range?

With the introduction of ‘Flavour Fresh’, we are set to expand more customer penetration by consolidating more diverse food missions. With this, we are venturing into the gourmet range of burgers to provide customers with a unique offering that sets it apart from existing options in the market.

The Flavour Fresh range is a testament to Wendy’s commitment to localisation and innovation. It offers Indian consumers a delightful blend of flavours that showcase the fusion of global fast-food expertise with authentic Indian ingredients and spices. Some standout offerings include Nachoburg Cheese Veg Burger, featuring a delightful mix of crunchy nachos, zesty salsa, and cheesy jalapeno sauce, to the Firebolt Tandoori Paneer Burger, which delivers the fiery tandoori flavours through a sumptuous paneer patty, Wendy’s is creating a fusion of global and local tastes. The nachos selection offers options like Tangy Salsa Nachos and Loaded Cheesy Nachos, providing a satisfying crunchy snack with a twist. Additionally, the Gouda Cheesy Fries and Jalapeno Cheesy Fries introduce unique flavours with nutty gouda cheese and spicy jalapenos. Lastly, the wraps, such as the Firebolt Tandoori Paneer Wrap and Lord Cheesynator Veg Wrap, offer a burst of flavours, from fiery tandoori to a cheese lover’s dream. These flavourful combinations reflect our dedication to creating a unique and appealing dining experience for Indian consumers while staying true to their global brand identity.

How did Wendy’s adapt its global menu to cater to the Indian palate? Could you shed some light on the collaborative efforts between Rebel Foods and Wendy’s to customise the menu to cater to the Indian palate?

We at Rebel Foods recognise the immense potential of the Indian market, known for its diverse culinary heritage and discerning taste preferences. To capture the essence of the market along with diving into our focus on a customer-first approach, With Wendy’s, we aim to resonate with local tastes by leveraging their expertise in global fast food while customising flavours to cater to Indian palates. We took a thoughtful approach to adapting Wendy’s global menu to cater to the diverse and discerning taste of the Indian palate.

Recognising that Indian consumers have unique taste preferences and a rich culinary heritage, we ensured that the menu resonated with local flavours and expectations by combining Wendy’s global expertise in fast food options along with our understanding of the Indian food landscape. This collaborative effort involved extensive market research and the infusion of regional ingredients and spices into the menu items. For instance, introduction of options like the Firebolt Tandoori Paneer Burger was curated to appeal to the love for tandoori flavours, and the Paneer Crunchy Salsa Burger, combines the Indian favourite, paneer, with zesty salsa and crunchy textures.

Our technology-based expertise played a pivotal role in the customisation process by leveraging our cloud kitchen model and culinary expertise. It helped streamline operations, ensuring that the new menu items could be prepared consistently and efficiently to meet the demands of the Indian market. We tailored the menu to cater to the Indian palate, providing a unique dining experience that respects local tastes while maintaining the core essence of the Wendy’s brand. The approach allowed us to not only introduce exciting new flavour combinations, but also ensure that the food is accessible and appealing to a wide range of Indian consumers.

How is Wendy’s using technology to personalise the customer experience and offer more choices to Indian consumers?

The use of technology to solve customer problems has always been the core principle at Rebel Foods since the start. With Wendy’s, we are harnessing our technology to revolutionise the customer experience and provide a greater array of choices to Indian consumers. One of the key ways they are achieving this is through the Rebel Operating System – which allows the launch of multiple brands from one kitchen using technology. Additionally, with EatSure, India’s first smart foodcourt on an app, we use a hybrid of collaborative and content-based filtering to provide real-time recommendations on checkout pages, which helps us save precious time of the customer and subsequently has a direct impact on the up-sell of our products.

Our platform uses multiple third-party delivery services, consolidates order and behaviour data, and employs data science for demand forecasting and inventory planning. Real-time personalisation and efficient order processing, from cooking to delivery, rely on historical data. We also make use of data analytics and customer feedback for data-driven decisions to adapt to changing Indian market preferences.

How is Wendy’s positioned to compete in the increasingly competitive Indian fast food market as compared globally?

Globally, Wendy’s has a well-established presence, known for its high-quality fast food offerings. Wendy’s entry into the Indian fast food market represents an interesting dynamic in the evolving global fast food landscape. With our expertise in cloud kitchens and internet restaurant brands, we are leveraging our existing infrastructure to efficiently operate Wendy’s outlets through cloud kitchens, reducing overhead costs and increasing delivery and takeaway options.

Additionally, we are adapting the Wendy’s menu to cater to local tastes and dietary preferences, which is a crucial factor for success in the Indian market where consumers have diverse culinary preferences. Additionally, with unique and customer-tailored offerings such as Wendy’s flavour fresh and, Cheese Blast Burger ranges, we are optimistic about building brand recognition and competing effectively. Additionally, we are ensuring consistency in food quality and customer service, a hallmark of its global success, to gain a competitive edge in the increasingly crowded Indian fast food market.

Could you share the strategy behind the expansion of Wendy’s through platforms like EatSure and other food aggregators? How does this align with Rebel Foods’ broader goals?

EatSure, India’s first smart foodcourt on an app, envisions multiple food missions by securing the master franchise of Wendy’s in India, followed by the introduction of Wendy’s Flavor Fresh range, which is designed for the Indian palate. We are committed to delivering premium burger experiences that underscore our mission to satisfy every burger lover’s cravings with the exceptional flavours and quality associated. Additionally, with EatSure we are trying to solve broken consumer experiences by eliminating customer concerns like delivery charges and ordering from multiple restaurants. For instance, if you’re dining out with your colleagues from the office, and each person has a distinct craving for a particular cuisine. In such a scenario, you can collectively select your preferred cuisines and consolidate your order into a single order for the group.

EatSure is catering to the offline needs of the consumer with the launch of India’s first smartfood court, with 15+ iconic brands across food categories under a single roof. By partnering with food delivery aggregators, we are strategically tapping into a robust network of delivery services, reaching a wider audience and enhancing the accessibility of Wendy’s offerings in the Indian market. We’re committed to pioneering new and efficient ways to deliver top-notch food experiences, while maintaining affordability and convenience. With EatSure, we are able to optimise our operations, minimise overhead costs, and make Wendy’s a household name by delivering to the doorsteps of our customers. It’s a testament to our dedication to redefining how people enjoy food, and we’re confident that this approach will contribute significantly to Wendy’s growth and success in the Indian market.

With Wendy’s planning to develop approximately 150 traditional locations in India over the next decade, what is the long-term vision for the brand in the country?

With plans to develop approximately 150 traditional locations over the next decade, we aim to offer a unique experience to consumers across all channels. Whether you dine in, take out, or order delivery, our bold flavours are tailored to meet consumer preferences. Our omni-channel strategy for Wendy’s will allow us to reach new customers in India and make Wendy’s a household name. In addition, we are committed to delivering high-quality, freshly prepared food that Wendy’s is globally renowned for, while also tailoring our menu to cater to the diverse tastes and preferences of Indian consumers. Our goal is to create a seamless and convenient dining experience through a combination of traditional brick-and-mortar locations of smart food courts by EatSure and strategic partnerships with food aggregators, ensuring that Wendy’s becomes a go-to choice for Indians seeking top-notch fast food. We envision Wendy’s as a household name synonymous with quality and taste, offering a wide range of menu options and consistently delighting our customers across the length and breadth of India.

What are some of the key challenges and opportunities that you see in the Indian fast food market, especially in light of the ongoing changes in consumer preferences and the digital landscape?

The Indian fast food market presents a dynamic landscape with both challenges and opportunities. One of the challenges is the diverse and evolving palate of Indian consumers. Meeting their expectations for taste, variety, and dietary preferences is crucial. However, this diversity also offers opportunities for innovation and menu customisation, allowing us to introduce new flavours and concepts that resonate with local tastes.

The introduction of Wendy’s Flavour Fresh is not just another menu addition; it’s a remarkable step towards customer personalisation based on the taste buds of our Indian customers. With flavour fresh range we have brought a new range of delectable flavours to the Indian market that combines global excellence with a local touch. We believe that the Indian fast food market presents exciting opportunities for innovation and customisation, but it also demands adaptability and a strong digital presence to thrive in a competitive and evolving landscape.

How do you envision the Wendy’s brand evolving in India over the next few years, and what role will innovation play in this evolution?

We at Rebel Foods take the reins of Wendy’s in India. With this, our vision is to ensure one of dynamic evolution. We see Wendy’s becoming a trailblazer in the Indian QSR landscape, marrying its globally beloved menu with local flavours and preferences. Innovation will be the compass guiding this transformation. We introduced menu items that resonate with Indian tastes, while maintaining Wendy’s commitment to quality and freshness. Our focus will be on providing a diverse and exciting range of options that cater to the evolving palates of Indian consumers.

From exploring regional specialities to incorporating sustainable and health-conscious choices, innovation will be at the core of our strategy to create an enriching dining experience for our customers. We envision Wendy’s not just as a place to grab a quick meal, but as a brand that consistently surprises and delights, leaving a lasting impression.

In the coming years, innovation will drive Wendy’s expansion in India. Additionally, we will continue leveraging technology to enhance the customer experience, offering conveniences like digital ordering and delivery options. Our focus on culinary innovation, and collaborating with local chefs and artisans to craft unique and crave-worthy creations will set us apart in the market. Ultimately, our aim is to make Wendy’s a brand that not only keeps pace with India’s evolving food scene, but also leads it by introducing fresh, inventive, and delicious choices that excite and satisfy our patrons.