Tue, 09 Apr 2013 19:30:00 GMT | By The Hindu Business Line

Pizzas at Rs 44, burgers for Rs 25

Keeping the college going consumers in mind fast-food chains are going affordable and talking of value propositions


Pizzas at Rs 44, burgers for Rs 25 (© Reuters)

Mumbai: Pricey food can eat away pocket money. To keep young customers from melting away, fast-food chains are going affordable and talking of value propositions. If KFC has launched a ‘Wow Menu’ with products priced as low as Rs 25, Jubilant FoodWorks is serving up Domino’s pizzas at Rs 44. Café Coffee Day is drawing youth with desserts pegged at Rs 20 and combo meals at Rs 49.

Says Harneet Singh Rajpal, Vice-President, Marketing, Domino’s Pizza India, “In the past three quarters, there has been a slow offtake of pizzas as consumer sentiment has not been positive. During such a phase, there is massive pressure on discretionary spends, but we hope this condition improves." The pizza maker is harping on its more ‘affordable’ range of pizzas that can be bought with one’s first salary, and is targeting ‘young consumers’ in its latest Television Commercial (TVC).

Burger major KFC is wooing college students and young professionals with eight new products affordably priced between Rs 25 and 35. Combo meals start at under Rs 100. In its latest TVC, the firm highlights the affordability factor with the tagline ‘25 Me Khao, Khake Bolo wow!’ (eat up for 25, and say wow).

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