How KFC & McDonald's plan to target each other in India

Jalandhar is chicken country, as one would expect every nook and cranny in Punjab to be. It also happens to be a harbinger of India's fast-food future, thanks to a head-to-head fight between two iconic American companies in this bustling city.
KFC and McDonald's, whose famous signages — the Golden Arches and Colonel Sanders — dot the highways and high streets of the world, are now squaring off in Butter Chicken Country. KFC has opened an outlet half a kilometre from McDonald's second restaurant in the town. In restaurateur talk, that is sniffing distance.

The people of Jalandhar now have two choices to "pull open the glass door, feel the rush of cool air, walk in, get on line, study the backlit colour photographs above the counter, place your order, hand over a few dollars (rupees), watch teenagers in uniforms pushing various buttons, and moments later take hold of a plastic tray full of food wrapped in coloured paper and cardboard", as Eric Schlosser wrote in Fast Food Nation.

The fight between KFC and McDonald's, bitter rivals for market sweepstakes in many parts of the globe, is cast in the same mould as some of the greatest brand battles in corporate history — Coke vs Pepsi and Nike vs Adidas. But for nearly 15 years since they entered India, the competition between the two resembled a boxing bout that promised a knockout, only to be called off before start. Jalandhar changed that.

Battle Royale
In the past few months, the fast-food restaurant chains have taken jabs at each other, offering similar dishes, matching prices and opening restaurants in close proximity. KFC, which primarily serves chicken, has taken aim at its burger rival with some of its own burgers called Zingers.

For customers who prefer chicken inside buns, there is a snack called, well, Snackers. McDonald's has responded with nuggets for those who like to chomp on chicken.

A hamburger company in the eyes of the world, McDonald's was quick to adapt to India's vegetarian ways with a fare packed with McAloo Tikki Burger, McVeggie and Veg Pizza McPuff. KFC has retaliated with the Veg Zinger burger, Veg Strips and Veggie Snacker.

Big Mac has targeted KFC's signature dish, the Hot and Crispy Chicken, with the recently launched the McSpicy Chicken Burger. Pat came the Hot Zinger from KFC.