PepsiCo India has replaced its arch rival Coca-Cola India as the beverage partner of the UK-based fast food chain of restaurants Wimpy in India.
According to Pepsi it pipped Coke in a normal pitch, where as Coca-Cola said that the alliance with Wimpy was called off because the partnership was not meeting the required business targets. The agreement was mutually terminated.
According to the Chairman of Wimpy chain of restaurants in India Mr. KS Sidhu, ‘‘The official beverage switch from Coke to Pepsi marks Wimpy’s renewed marketing and communication strategy targeting teenage tastes and preferences.’’
Wimpy, which hit the Indian market in 1983, currently has 14 restaurants across India — 10 in Delhi and the National Capital Region (NCR), and the rest in Bangalore, Ludhiana, Jalandhar and Indore. Two more Wimpy fast food joints are opening shortly. The strategic partnership with Wimpy will enable Pepsi with its range of soft drinks access to all Wimpy outlets including its take-away outlet at the New Delhi railway station. Wimpy, currently, runs about 1,000 restaurants worldwide.
Globally, Pepsi has a tie-up with some of the leading players including Pizza Hut and KFC owned by Tricon Restaurants, Planet Hollywood, Big Boy Burger and others. In India apart from some global alliances, Pepsi has led its retail chain development very aggressively and roped in many local outlets including PVR and Taj Hotels.