Wendy’s India, in partnership with Rebel Foods, has launched its latest global flavour innovation, the Teriyaki Burger range, inspired by Japan’s iconic sweet-savoury taste profile. With this launch, the brand is not just introducing a new flavour but also bringing together food and fandom to create a culturally immersive experience for Indian consumers.
The Teriyaki range has vegetarian and non-vegetarian options like Teriyaki Fried Chicken Burger and Teriyaki Spicy Paneer Burger. The burgers are coated in a thick teriyaki glaze, which provides a distinctive mix of sweetness, umami and a touch of smokiness, reimagined with the boldness and indulgence that Indian palates enjoy. The range is now available across all Wendy’s India outlets and on leading delivery platforms.
Commenting on the launch, 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.”
Over the years, Wendy’s India has built a strong reputation for introducing globally inspired flavours tailored to local preferences. From Chimichurri and Cajun to Buldak, Nachoburg, BBQ and Tandoori, the brand continues to expand its international flavour playbook. With Teriyaki, it now adds Japan to this growing portfolio and reinforces its focus to bring a variety of taste experiences to Indian consumers.
Marking a shift from traditional product-led launches, Wendy’s India has rolled out an anime-inspired campaign to support the new range. The brand’s iconic mascot has been reimagined in an anime universe, tapping into the fast-growing popularity of Japanese pop culture among young audiences in India. The campaign is designed to resonate with Gen Z consumers who value both bold flavours and culturally relevant storytelling.
As part of the launch, Wendy’s India will host an Anime Fans Meetup on 9th May at its flagship outlet in BTM Layout, Bengaluru. The store will become a Japan-themed area with themed décor and interactive experiences. A cosplay contest featuring participants dressed as their favourite anime characters will be one of the highlights, with a grand prize of INR 50,000. The attendees will also get to enjoy free Teriyaki meals and get exclusive limited edition merchandise including theme t-shirts and bucket hats designed for Gen Z audiences.
As Wendy’s India expands its footprint across metros and emerging markets through dine-in and delivery formats, it remains committed to making bold, globally inspired flavours more accessible, while building culture-led experiences that bring together food and fandom beyond the menu.
The Teriyaki Burger range is now available on all Wendy’s India outlets and delivery platforms including EatSure.
