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Maharaja Mac, veggie Nuggets: McDonald's a hard sell in India

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Maharaja Mac, veggie Nuggets: McDonald's a hard sell in India

 

Fast food giant brought to its `culinary knees'

 

Martin Regg Cohn

ASIA BUREAU

 

http://www.thestar.com/apps/AppLogic+FTContentServer?pagename=thestar/Layout/Art\

icle_Type1 & c=Article & cid=973280024435 & call_page=TS_News & call_pageid=968332188492\

& call_pagepath=News/News

 

....Now, after disappointing initial sales, McDonald's has also slashed prices to

the bone - to roughly half of North American levels, far lower than in any other

country. And the company has hired a full-time " menu vision " team. Its mission:

to reinvent the patty, and appeal to the huge vegetarian market.

 

" What we learned was that mutton was not as popular as we anticipated, " admits

the humbled managing director of the chain's Mumbai operations, Amit Jatia. " Our

vegetarian menu had to be enhanced considerably. " ...

--

 

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