I am posting here Snaps from Aug 2021 Con Call. where Kapil Grover (Chief Marketing Officer) nicely explained about their “Barbell Strategy.” Just go through it, you will find that their strategy is best as they use stunner menu to attract customers. so whenever customers come via directly footfalls in restaurants / online purchase they just check premium products with stunner menu and many of them will sure purchase or want to try premium products like Whooper or King’s Special menu. Also in his explanation you will find that how they step by step evolving brand penetration via marketing.
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