Delhi fast food outlet Burger Singh offered a 20% discount on its items to celebrate a “surgical strike” by the Indian Army’s on “terror launchpads” across the Line of Control on Thursday. However, the discount was withdrawn after it was criticised on social media, with some users terming it as a “savage marketing” tactic.
“In light of the surgical strike by India defence forces on terrorist camps(POK). We give 20% off on all orders on www.burgersinghonline.com,” read a text message sent out by the food joint. The coupon code to avail the online discount was ‘fpak20’.
The offer got a mixed response from social media users. User Garvit Nangia tweeted, “#SurgicalStrike is necessary as #India needs a strong action. But #BurgerSingh taking this with offers is a #Shame”. “Enjoy: BurgerSingh 20% off #ModiPunishesPak,” wrote another user Vikrant Choudhar.
When Hindustan Times called Burger Singh to check the authenticity of the message, they denied sending out any promotional offer that “celebrated the surgical strike.”
“It is a discount we are providing to our old customers. It has nothing to do with the strike,” said Meghna from the Connaught Place outlet. Himanshu, the area manager of the chain, said: “It’s a marketing thing. The reference to surgical strike made the message catchy. That is why we added it.” Meghna and Himanshu gave only their first names.
Later in the night, Burger Singh increased the discount from 20% to 30% with a clarification: “Burgersinghonline.com supports GOIs decisive action to preserve the honour of our armed forces and the dignity of our country. We all are against terrorism and love our nation. It was never our intention to hurt or harm or otherwise prejudice anyone or their belief.” This was followed by another message offering 30% discount with a ‘politically correct’ coupon code ‘Strike30’. The message read, “As a response to all the love coming our way across social platforms, we are increasing the discount to 30% with a politically correct coupon code: Strike30.”