Restaurant India News: Wendy’s India Launches Teriyaki Burgers With Anime-Led Campaign

Wendy’s India, operated in partnership with Rebel Foods, has introduced its Teriyaki Burger range as part of its ongoing strategy to localise global flavours for Indian consumers. The launch combines a new product rollout with a culture-led campaign, indicating a shift from traditional menu-driven marketing to experience-based engagement.

The Teriyaki range includes both vegetarian and non-vegetarian options such as Teriyaki Fried Chicken Burger and Teriyaki Spicy Paneer Burger. The products are built around a sweet-savoury teriyaki glaze, adapted to suit Indian taste preferences with a stronger flavour profile. The range is available across all Wendy’s India outlets and on delivery platforms including EatSure.

Mohit Mahajan, AVP Marketing at Rebel Foods, said, "With Teriyaki, we wanted to go beyond just introducing a new flavour and instead create a larger cultural moment for our consumers. Japanese flavours have a distinct identity, and with the growing popularity of anime in India, this was the perfect opportunity to bring the two together. At Wendy’s India, we are focused on making global taste experiences more accessible, while ensuring they are relevant, engaging, and exciting for today’s consumers."

The launch reflects Wendy’s India’s broader strategy of introducing international flavour profiles tailored to local demand. The brand has previously rolled out offerings inspired by cuisines such as Chimichurri, Cajun, Buldak, Nachoburg, BBQ, and Tandoori, building a diversified menu aimed at repeat consumption and experimentation.

To support the Teriyaki launch, the company has introduced an anime-led campaign, reimagining its mascot in a Japanese animation format. This move is targeted at Gen Z consumers, where anime and Japanese pop culture have seen increasing traction in India. The campaign signals a growing trend in the quick service restaurant sector, where brands are integrating entertainment and fandom into product launches to drive engagement.

As part of the activation, Wendy’s India will host an Anime Fans Meetup on 9th May at its flagship outlet in BTM Layout, Bengaluru. The store will feature themed décor and interactive elements, including a cosplay contest with a prize of Rs 50,000. The event will also include product sampling and limited-edition merchandise such as themed t-shirts and bucket hats.

The Teriyaki Burger range is positioned as part of Wendy’s India’s expansion strategy across dine-in and delivery channels, with a continued focus on combining global flavours with culturally relevant campaigns to strengthen its positioning in India’s competitive quick service restaurant market.