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 Wendy’s started serving beer and wine with burgers at the Cyber Hub store earlier this week while the other 2 stores in Sector 29 Gurgaon and the Mall of India at Noida are awaiting the special wine and beer license. The hours of service are 9 AM (perhaps too early! editor) to 11 PM. There are 3 Wendy’s at the present time-2 are in Gurgaon and 1 in Noida-none in Delhi.
Speaking on the launch of wine and beer, Jasper Reid, CEO of Wendy’s India said, “We heard from so many customers in Cyber Hub that they would like us to serve wine and beer. Cyber Hub already has several bars but this is a different option – somewhat laid back, very affordable and for everyone.’
Wendy’s India has tied up with Grover Zampa and United Breweries to serve Red and White wine and Kingfisher Ultra and Lager Beer. Confirming the news Sumedh Singh Mandla, CEO of Grover Zampa says,’ they are already selling our wines in Cyber Hub. Other stores have not procured the wine and beer license but in principle have agreed to keep our wines once the licenses are in place. They plan to expand in a big way. Grover Art collection and One Tree Hill will be their key focus.’
Wines are reported to be priced at a very reasonable Rs. 199 a glass whereas beer will be available at Rs.119. At this pricing, wine seems to be a better value. But customers have both the options to order according to their mood, taste and preference.
Wendy’s the third largest burger seller in the world after McDonald’s and Burger King and made its India debut in May '15. It has over 6,500 store restaurants in 29 countries, including the US. It does not sell wine or beer at its stores in the US-the company website also does not indicate any alcoholic beverages in their master Menu. A few outlets of Burger King, Taco Bell and slightly higher ended restaurant chains like Chipotle, Noodles & Co, Fuddruckers and Pei Wei Asian Diner have been selling wines and beer for quite some time. Even McDonald serves red wine in a quarter bottle packaging in South America and it is not out of line to sell them in India.
Starbucks has been a pioneer in selling wine and beer at some of its coffee stores in the US. In India, Barista and a few other casual dining places made valiant efforts to introduce them too but due to heavy cost of licensing did not find it viable and one does not find them selling beer or wine. It is certainly more apt to sell them at a burger joint. It would have been a bigger hit from day one if the legal age were 21 since a sizeable chunk of customers is between 21-25 years age.
At any rate, Wendy’s going to be an affordable place for the young consumers to have wine or beer help gulp down different fast foods. One can even try pairing different wines with different items on the Menu.
Subhash Arora |