Major fast food chain Burger King has decided to temporarily remove tomatoes from packaging and burgers in some Indian stores due to sharp price increases.
This decision is a clear indicator of the escalating food inflation crisis that is having a significant impact on consumers in the world's most populous country.
Notices at Burger King India outlets humorously stated: 'Even tomatoes need a break... we can't add tomatoes to our food' as the chain grapples with the situation lack of tomatoes.
Quality issues were considered the main reason for this decision. Joining the ranks of McDonald's and Subway, Burger King's decision to remove tomatoes from the menu reflects the broader fight against food inflation.
It can be noted that retail price inflation in India hit a 15-month high of 7.4% in July due to rising food prices and tomatoes being a major contributing factor.
The impact of the price increase is not limited to tomatoes. For example, Subway recently stopped offering free cheese slices that it has offered for years to its subscribers. It's like giving cheese sauce to cut costs. Meanwhile, Domino's has sought to connect with financially struggling consumers by introducing a pizza of Rs 49, the most affordable price in the world.
The tomato shortage crisis coincided with a price spike of up to 450%, reaching unprecedented levels due to disruptions caused by monsoon rains that have affected crop yields and supply chains.
Although these rallies have subsided somewhat, the industry continues to grapple with their consequences.
Curious customers ask, "Why aren't there tomatoes in my burger?" on the Burger King India support page.
The answer assures the customer that the Indian franchisee maintains "very high-quality standards" and promises to have the tomatoes back soon.
