American food chain McDonald’s has launched rice menu at its outlets across West and South India.
The company has introduced two variants — Spicy Rice and Cheesy Rice — starting at Rs 129 a bowl. It aims to build it by delivering convenience, glocal taste and a modern experience across all age groups. McDonald’s will continue to build the Rice platform with innovative menu offerings, the company said.
McDonald's move comes at a time when the food delivery apps such as Swiggy, Zomato and UberEats are making inroads in Indian market.
McDonald’s also stated that it will bring out a bouquet of rice offerings going forward. The company is known for its mouth-watering burgers and fries.
Commenting on the development, Hardcastle Restaurants (HRPL) Managing Director Smita Jatia said, "We always have consumers at heart in whatever we do. Our consumer research showed that consumers want to have more options during lunch and dinner day parts and there could not be a better option than offering them rice meals".
Jatia said the company strongly believes that rice offerings will resonate well with target group and this belief has given the confidence to launch rice as a platform that will be built and expanded in the years to come.
Each portion of the rice meal consists of three substantial layers of basmati rice, bulgur (Dalia/ Lapsi) and whole wheat with veggies such as carrots, onions, zucchini, peas and corn tossed in a scrumptious tomato and beans and cheese gravy.
Rice meals are also available in non-vegetarian options by adding chicken strips, chicken nuggets or chicken wings, the company said in a statement.
The US food chain is well-known for shaping its menu according to the country it operates in. The company has already launched McAloo Tikki burger in India.
McDonald's said the consumer insights showed that they want a familiar and a filling meal especially during lunch and dinner.
"Rice is a common staple for people across the country and fits in very well as a meal option after bread and naan,” the company said.
Hardcastle Restaurants runs burger chain McDonald’s stores in western and southern India. Hardcastle currently has 281 outlets across the country and plans to expand its total store count to 400-450 outlets by 2022.