Taking a break from its tradition, fast food chain McDonald's on Tuesday said it will launch all-vegetarian restaurants in various pilgrimage sites across India with the first outlet opening in Amritsar by middle of 2013.
"Opening all-vegetarian restaurant is in our plans and the first outlet is on the pipeline. The first outlet will be opened in Amritsar by middle of next year," a McDonald's India North and East spokesperson said.
Amritsar is better known for Golden Temple, where pilgrims from across the world pay visit every year.
The US-based chain will launch the second vegetarian restaurant in Katra in Jammu & Kashmir for the pilgrims to the Vaishno Devi, he added.
When asked if the company would expand the presence of the proposed all vegetarian outlets to other places as well, the spokesperson said, "In most of the pilgrimage places, people wish to have vegetarian foods. So, we are looking at other such pilgrimage places to open such restaurants."
Talking about its format, he said all the new outlets will be company owned.
On investment, the spokesperson said, "Infrastructure wise, these will be very similar to our existing outlets and the investments will also be of similar sizes. It will take about Rs. 3 crore per restaurant."
McDonald's, which is among the top fast food chains in the world with over 33,000 restaurants in 118 countries, is better known for its non-vegetarian burgers globally.
In India, it serves both vegetarian and non-vegetarian dishes.
Its non-vegetarian burgers include McChicken, Chicken Maharaja-Mac and Filet-O-Fish.
McDonald's currently operates 271 outlets in India through two companies.
Connaught Plaza Restaurants, which is a joint venture with McDonald's, looks after the Northern and Eastern regions.
Hardcastle Restaurants has been awarded a Development Licensee status and is responsible for the Western and Southern parts of the country.