Brands
Wendy’s India launches Teriyaki burger range with anime push
New range blends Japanese flavour with fandom, meet-up set for 9 May.
MUMBAI: From Tokyo tastes to Bengaluru cosplay, Wendy’s is serving more than just burgers, it’s plating up a full-blown fandom feast. Wendy’s India, in partnership with Rebel Foods, has rolled out its new Teriyaki Burger range, bringing Japan’s signature sweet-savoury flavour profile to Indian menus alongside a culture-led campaign aimed squarely at Gen Z.
The range features both vegetarian and non-vegetarian options, including the Teriyaki Fried Chicken Burger and Teriyaki Spicy Paneer Burger. Each is coated in a thick teriyaki glaze, blending sweetness, umami and a hint of smokiness, reworked with the bold, indulgent edge suited to Indian tastes. The range is now available across all Wendy’s India outlets and major delivery platforms, including EatSure.
But the launch goes beyond the plate. In a shift from traditional product-first rollouts, the brand has paired the new range with an anime-inspired campaign, reimagining its mascot in a stylised Japanese pop culture universe. The move taps into the rising popularity of anime in India, positioning the launch at the intersection of food and fandom.
The campaign will culminate in an Anime Fans Meetup on May 9 at Wendy’s flagship outlet in BTM Layout, Bengaluru. The space will be transformed into a Japan-themed zone featuring themed décor, interactive experiences and a cosplay contest, where participants dressed as anime characters can compete for a top prize of Rs 50,000. Attendees will also receive free Teriyaki meals and limited-edition merchandise, including themed T-shirts and bucket hats.
The launch adds Japan to Wendy’s growing global flavour playbook in India, which already includes offerings inspired by Chimichurri, Cajun, Buldak, Nachoburg, BBQ and Tandoori profiles.
As the brand expands across metros and emerging markets, the Teriyaki range signals a sharper pivot towards culture-driven launches, where what’s on the menu is just one part of a larger, more immersive consumer experience.
