INDIA- Fast food chain McDonald’s India- North and East has revealed plans to use generative artificial intelligence (AI) for its new Signature Collection Gourmet Burgers.
The new burger range was unveiled as part of the chain’s ‘Imagines in AI’ campaign, which creates gourmet burgers through a combination of AI-generated visuals and customer inputs.
Customers play the role of a culinary expert by using an AI chatbot to design their ideal gourmet burger.
The chatbot will guide customers in choosing a burger from a variety of different ingredients ranging from classic fan-favorites to unique and exotic combinations. The chatbot will also allow customers to make imaginative combinations.
According to McDonald’s India, these unique combinations are designed to create a gourmet burger that ‘turns their culinary dreams into reality.’
Through the campaign, the fast food giant seeks to actively engage its customers by incorporating their creative ideas into the Signature Collection Gourmet Burgers before the new products’ official release.
The new product line will debut at select McDonald’s India outlets from September 4 and will progressively become available in other chains in the region.
The move is meant to woo customers in an already challenging QSR market. Fast food chains have struggled with inflation-caused cost pressures that have translated to high prices.
This has stifled demand for fast food, as cash-strapped customers prefer eating at home while others are increasingly weary of value deals.
Fast food chains have responded to this changing market environment by implementing value deals and expanding their access points to appeal to more customers.
The announcement comes barely two days after McDonald’s India strengthened its product portfolio through the launch of Crispy Fried Chicken. According to the fast food giant, the new Crispy Fried Chicken ‘adds further crunch and excitement,’ elevating its chicken portfolio.
The company also partnered with renowned movie star Kiccha Sudeep in the official marketing campaign, launching the new chicken line, ‘Let the Crunch Takeover.’
The campaign primarily features a TV commercial, produced by DDB Mudra Group, showing the film star relishing the Crispy Fried Chicken, albeit highlighting the crispy texture of the new product.
Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE
