For example, last week, in a video that went viral on social media, a customer at a KFC store in Bangalore was seen asking an employee to play Kannada songs instead of English songs. of sale. “Karnataka is in India and you don’t need a visa to be here, do you? Hindi is the national language,” he said in the video. This led to the #RejectKFC hashtag trending on the microblogging platform Twitter and a demonstration outside the store.
Following the social media hubbub, the quick-service restaurant chain said it would incorporate regional sensibilities into the brand. “We incorporate regional nuances into all aspects of the brand – from the menu, food and restaurant elements, communication with customers, local celebrities and more,” said a KFC spokesperson. in response to ET’s question.
The brand “has the highest regard for all cultures and languages,” the spokesperson added.
Separately, food delivery platform
recently said he was building a Tamil version of his app and had already localized his marketing communications in the state. The restaurant aggregator also said it was building a Tamil support center in Coimbatore. This came following a massive backlash on social media about an agent asking a state user to learn Hindi – the national language – when the customer called to complain about an item missing from the food order. Soon the #RejectZomato started to become a social media trend. “We have actively deployed regional communications, marketing and advertising over the past few years,” said a spokesperson for Zomato.
Other brands are also playing it safe. The McDonald’s India hamburger and fries chain has “always remained a global brand with local relevance,” said Rajeev Ranjan, COO – North and East.
