MAM
Taco Bell teams up with Microsoft to leverage gaming boom
Mumbai: Leveraging the surge in popularity of video games, Taco Bell, a Mexican-inspired restaurant brand has partnered with Microsoft’s Xbox to offer consumers a chance to win “Age of Empire IV” PC game copies.
The brand has promised to give about 200+ copies every week till the end of January, with a lifetime validity on purchase of the Ultimate Cheese Taco.
“As the youth spends significant time perfecting and exploring the gaming spectrum, snacking becomes a strong companion that gamers enjoy during gaming sessions,” said the brand in a statement. “Customers who place an order at Taco Bell for ‘The Ultimate Cheese Taco’ or the meal for two at dine-In, take away or delivery are eligible to participate in the lucky draw.”
All a customer needs to do is place the order and share a 10-digit valid phone number to mark their entry. Winners will be announced at the start of every week through brands digital media channels, Taco Bell App, and personalised SMS communication.
Director of Burman Hospitality- Taco Bell’s exclusive franchise partner in India Gaurav Burma said, “As the youth increasingly leans towards gaming with excessive time spent indoors, the industry now witnesses a significant growth in the country. This expansion is the fuel for our collaboration with Microsoft’s Xbox to provide our consumers with a unique chance to win game copies of the iconic game Age of Empire IV. We believe this partnership is yet another innovative way to strike a chord with the youth and strengthen our position in their minds.”
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
