In response to a dramatic surge in tomato prices, Burger King has made a strategic decision to exclude tomato slices from its sandwiches at numerous branches across India. The move echoes an industry-wide response to food price inflation that has strained consumer pockets throughout the nation, reported Al-Rai Daily.
Prominent banners at two Indian Burger King outlets humorously declared, “Even tomatoes need a holiday… We can’t add (sliced) tomatoes to our food.” While the soaring prices undoubtedly play a role, the renowned fast-food chain also pointed to quality-related concerns as a contributing factor to this alteration.
As a prominent player in India’s dining landscape with approximately 400 outlets, Burger King joins the ranks of McDonald’s and Subway branches that have made similar adjustments in light of the country’s escalating food price inflation. This inflation recently hit its highest point since January 2022.
The adjustments aren’t limited to tomatoes alone. Burger King has also discontinued its long-standing offering of a free cheeseburger. Meanwhile, Domino’s, a competitor to Burger King, has taken a different approach by slashing prices to accommodate consumers grappling with financial difficulties. Notably, pizzas are now priced at a mere $0.60, making them the most affordable pizzas globally.
The timing of the tomato crisis coincides with a staggering 450 percent price surge, a record high. This disruption transpired amidst monsoon rains that led to crop damage and supply chain disturbances. The situation has marginally eased since, aided in part by India’s import of tomatoes from Nepal and the distribution of essential commodities at reduced prices via dedicated trucks.
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