You haven't misread that headline. As it gears up to open its first-ever restaurant in the country, Burger King India is
turning to eBay to help drive sales.
The world's second-largest burger outlet is hoping to persuade
potential customers to pre-order burgers through the popular auction
site. For the promotional price of 128 rupees (roughly $2.08), locals
can purchase a voucher for one of Burger King's mutton-based Whopper
burgers. Due to the large percentage of Indians that don't eat beef, the
chain has localized its signature burger by offering mutton-, chicken-
and vegetable-based alternatives.
The promotion runs through to Wednesday, after which the company
will (it hopes) send out thousands of vouchers to customers, ready for
redemption when New Delhi's first Burger King opens this Sunday. It's
unclear if Burger King will continue to partner with eBay to launch new
products -- the auction seems as much a promotional tool as it does a
direct sales tactic -- but this is nonetheless one of the more
interesting uses of eBay we've ever seen.
Posted in:
