Wendy’s India has introduced its Teriyaki Burger range as part of its ongoing effort to adapt global flavours for Indian consumers. The launch, carried out in partnership with Rebel Foods, is being supported by a culture-led campaign that connects Japanese-inspired taste with anime-driven engagement.
The new range includes both vegetarian and non-vegetarian options such as the Teriyaki Fried Chicken Burger and the Teriyaki Spicy Paneer Burger. The products are built around a sweet-savoury teriyaki glaze, with the flavour profile adjusted to suit Indian preferences. The range is available across Wendy’s India outlets and on delivery platforms, including EatSure.
An anime-led campaign has been introduced alongside the launch, with the brand’s mascot reimagined in a Japanese animation style. The initiative is aimed at Gen Z consumers and reflects the growing influence of anime and Japanese pop culture in India. The approach highlights a broader shift in quick service restaurant marketing, where product launches are increasingly combined with entertainment and fandom.
As part of the rollout, an Anime Fans Meetup will be held on 9 May 2026 at Wendy’s India’s flagship outlet in BTM Layout, Bengaluru. The activation will feature themed décor, interactive experiences, product sampling and limited-edition merchandise such as t-shirts and bucket hats. A cosplay contest with a prize of Rs 50,000 will also be organised.
The launch aligns with Wendy’s India’s strategy of introducing international flavours tailored to local demand. The brand has previously rolled out offerings inspired by cuisines such as Cajun, Buldak, BBQ and Tandoori, building a diversified menu aimed at encouraging repeat consumption and experimentation.