1. Shreya
PGFB1144
Individual Assignment
Of
International Marketing
Submitted To
Dr. Poonam Sharma
Submitted By
Shreya
PGFB1144
PGDM(G)
Section B
2011-13
Jaipuria Institute of Management, Noida

2. Shreya
PGFB1144
Magazine: The Franchising world
Issue: August 2012
Case: The Burger Girl
Serving up Sizzling profits
The fast food concept Burger Girl, originated in the United States, has entered India via master
franchise route. The brand presently has two restaurants in India, one in New Delhi and another
in Chandigarh. The USP of the brand is its service, pleasant and warm environment and non-
conventional flavors. By importing American Recepies and carefully transforming them to tickle
the Indian taste-buds, the company has opened a unique QSR format which serves a multitude of
burgers, wraps, authentic Italian Pizzas, Cheese fries, potato wedges, ice-creams and shakes with
many flavors. Its outlets too offer a wide ranging menu including; vegetarian, chicken, fish
burgers, wraps and pizzas, along with the brand’s signature dessert offering called Woozookie.
Also, its outlets are equipped with Wi-Fi facility and the visitors at the Burger Girl outlets also
get to hear the Burger Girl Anthem, which the staff sings every 30-40 minutes.
Presently to fulfill its promise and offer more what it proposed to its partners, Burger Girl is only
focusing on joint ventures. It will enable them to enter into a formal contract or an agreement.
Burger Girl is concentrating on bringing the Casual fast food dining concept in Indian market.
They have designed their menu in a unique way as it offers All American Cuisine with a unique
blend of International and Indian spices and sauces that can surely please the people of all ages
and tastes. They are having a team of experienced professionals who constantly improve
restaurant operations, adjust supplies and materials to keep costs low and find ways to develop
their media outreach. Their strategies relates to excellent customer service, fresh and delicious
choices and a clean, international- level ambience in all of its outlets.
The company has ambitious plans to develop the brand’s presence across Asia. The company is
aiming at 300 stores in Asia in the next three years.
This brand format is perfectly suitable for placement in malls, high football courts and has the
cash and carry option with home delivery facilities. The Brand is also suitable for opening near
prime residential locations where customers are desirous to have scoops of yummy delights.
This article talks about how important is it to understand the culture, mindset and taste buds
of the people of host country before entering in eatery business. India is a country of various
caste and culture. Different people have different taste. Even the Burger Giant i.e., Mc
Donald’s had to return back when they entered India without understanding the taste of
Indian people. This article is about understanding the ethnocentric and geocentric variants
discussed in class.
Jaipuria Institute of Management, Noida