Carls Jr Launches Kingfisher Premium at Its Outlet

RI Bureau

Carl’s Jr, the Californian premium burger chain which entered Indian few months back is all set to give its fans in India an additional reason to rejoice having introduced beer in its Saket outlet from 8.00 pm onwards on October 23rd,  2015.

The brand has partnered with United Breweries (UB) Group and will be serving Kingfisher beer (for just Rs 99) along with its wholesome burgers to customers.

“We are excited to introduce beer to our customers at Carl’s Jr! We know that the youth today is looking for a differentiated experience while eating out and what can be better than a chilled beer to unwind. We understand that the QSR market in India is not offering enough variation for the youth. This launch allows us to establish a distinctive positioning in market saturated with children centric brands,” shared Sana Chopra, Executive Director, Carl’s Jr. India.

The launch of beer as an option reiterates the brand’s positioning as a QSR chain meant for the ‘Young and Hungry Boys and Girls’.

Internationally, beer and burgers are considered as the ‘holy’ combination of fast food. This launch will allow customers in India to enjoy a high-quality, international experience at ‘QSR speed and convenience’.

Post the launch on October 23rd, customers will be able to enjoy beer at Carl’s Jr. every day  from 11am till 12:30am. The brand also plans to host ‘Beer Game Nights’ every week on Wednesdays for customers to enjoy their drinks.

The brand will be offering beer as an option along with all of its burgers, in addition to several combos with Chicken Tenders, Chicken legs and Wings.

Adding to the same, Samira Chopra, Director, Carl’s Jr India, “The decision to offer beer to our customers is the outcome of a key insight into the QSR market in India. There are hardly any fast food chains offering the ‘beer and burger’ combo, that too at a reasonable price point. Kingfisher is a much loved beer from the UB Group and we are certain that customers will love the combination of our Californian burgers with it.”

The launch of beer comes in the backdrop of a strategic tie up with YouWeCan Ventures which establishes Yuvraj Singh as the official face of Carl’s Jr.

This association with a male youth icon and the introduction of beer this early, is indicative of a strong intention of the brand to break free from clutter and stand out among the youth.

As per Food Navigator Asia, India’s QSR segment is currently valued at Rs. 60 billion and is expected to grow by 26% each year. Furthermore, the country has the world’s largest youth population, about 356 million (United Nations report) and hence promises high potential for any QSR brand tailored towards it.