Taco Bell recently opened its first outlet in India, selling tacos for Rs. 18 and cheesy tortillas for Rs. 20 in Bangalore, making people think they’re eating Mexican food. Like McDonald’s, Pizza Hut and others, Taco Bell had to tailor its menu to Indian tastes and preferences, as Saritha Rai writes in GlobalPost.
In chili pepper-loving India, you might think that spicy Mexican food would be an easy sell. But it isn’t quite that simple and Taco Bell has made big changes from its American cousin. “It took us over two years to perfect our three Vs for India — value, vegetarian and variety,” said Bajpai. [Link]
Yeah, but what about the fourth V: vindaloo. A chili pepper-loving country needs its burrito vindaloo.
Following in the footsteps of McDonald’s, beef is off the menu in this Hindu-dominated, cow-worshipping country. Taco Bell offers chicken instead. [Link]
Upon reading this, I decided to write a letter to the president of Arby’s.
Dear Mr. Smith,
I heard that Arby’s might be interested in opening a franchise in India and thought I’d tell you a little bit about the country to help you make decisions about your menu, decor, employment, etc. India is a Hindu-loving, cow-dominated, chili pepper-worshipping country. No, wait … that isn’t quite right. It’s a chili pepper-loving, Hindu-dominated, cow-worshipping country. That means, of course, that you won’t be able to sell any roast beef sandwiches there — not a single one — but don’t worry, you’ll be able to sell billions of roast chili sandwiches.
Considering that it’s a Hindu-dominated, cow-worshipping country, it’s very important that you put a big sign outside your front door that says: “Cows eat free.” Make sure your entrance is wide enough for customers to bring their cows with them, and your employees are waiting with garlands and incense. It’s also wise to put pictures of cows on all your signs, with no reference whatsoever to roasting them. Cow-shaped chili-pepper shakers would also be a nice touch, as would a cow-shaped manager.
Another thing: If you happen to get any employment applications from Muslims, Sikhs and Christians, please check their identity carefully. India’s growing economy has attracted people from all over the world, many of whom do not speak the local language and, even worse, have never kissed the feet of a cow.
Finally, you may want to consider changing your name slightly. Arby’s is a fine name, but if you want to score points with Indians (and a certain blogger I know), please consider the name Abhi’s.
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