In this edition of VideoBrief, Saurabh Kalra, Managing Director of McDonald’s India, discusses the brand’s latest innovation — the Protein Plus Slice. Speaking with MediaBrief, Kalra offers insights into how McDonald’s is balancing indulgence with functionality, taste with health, and heritage with modern consumer demands.
Kalra also speaks about the brand’s multi-year R&D journey with the Central Food Technological Research Institute (CFTRI), and how McDonald’s is rethinking daily burger consumption through the lens of nutrition.
Why a protein slice, and why now?
Kalra says the idea goes back three to four years, during a period when nutrition became McDonald’s internal focus. “When we envisaged it 3–4 years ago, we were on this journey of asking, ‘How do we make our food more nutritious?’” he says. “We created the Aloo Tikki as a balanced meal, introduced low-calorie, low-fat mayonnaise, and reduced sodium in our fries.”
Kalra adds, “Protein was a natural next step. But we had to get it right. That’s why we’re launching it when it’s no longer a novelty — it’s a customer expectation.” He continues, “Today, I can attribute an increase in sales to this… we did many things as a responsible corporate citizen to ensure our consumers get nothing but the best.”
Not just fitness buffs, this is for everyone
Kalra says Protein Plus isn’t niche; it’s inclusive. “I’m a vegetarian, and my protein intake is quite low,” he admits. “If an Aloo Tikki with two slices could give me 50% of my protein needs, I’d be sorted.”
He continues, “Even non-vegetarians in India don’t eat chicken or red meat at every meal. Protein deficiency is real, not just among the poor, but also the rich.” He adds, “The aim is to help consumers customize protein in each burger. ‘Taste bhi, protein bhi,’ that’s the idea.”
Indulgence stays, but it’s not the only play
“McDonald’s isn’t abandoning indulgence. Indulgent burgers will always be available; we can’t let go of that,” Kalra says. “Every day, you don’t eat a Cheese Lava Burger. But on demand, once a week, or once in ten days, it’s still there.”
He continues, “We’re building functional daily options, like a Protein Plus version of the Aloo Tikki, so people get nutritious food they’d actually choose every day.”
CFTRI joins the R&D journey
Kalra says when they first pursued a protein slice, the results were underwhelming. “At first, the plant-based product was hard, almost chewy,” he says. “That’s why we partnered with Central Food Technological Research Institute (CFTRI). We’d worked with them on the millet bun earlier, 12 months of development.”
He adds, “Their protein team joined us, working for six months with our chef. Eventually, we reached a version we were genuinely happy to launch.”
Protein anywhere else? Not yet
Could Protein Plus expand to coffee or shakes? Kalra is cautious. “McCafé is strong on coffee; I wouldn’t add protein there,” he says. “Maybe someday with shakes. But today, what pairs well? A protein-rich burger, or a steamed egg breakfast.”
He continues, “Our thought: if that slice could make everyday eating more purposeful, we’ve done our job.”
Transparency isn’t just policy, it’s consumer power
Kalra says this move isn’t just about a product; it’s about changing how fast food is understood. “We don’t see this as a segment pivot,” he says. “Food myths persist. Indian food is good, burgers are bad. But consumers are smarter now.”
He adds, “We’re among the first QSRs in India providing full nutritional charts for every burger. Values may differ per site, but we’re handing control back to the consumer.”
Big name, real feedback
Kalra confirms McDonald’s lined up Sanjeev Kapoor as the face of Protein Plus. Social media buzz followed. But more important? In-restaurant taste tests.
“We piloted it in four or five outlets,” he says. “Our core customers found it very good. That gave us confidence to launch it widely. Restaurants themselves become a stage for the story.”
Evolution, not reinvention
Kalra insists this is brand continuity with purpose. “We always keep customers at the center,” he says. “When expectations rise, leaders have to respond.”
He continues, “Protein isn’t just a Gen Z or fitness talking point; people my age are thinking about it too. Why shouldn’t McDonald’s be part of that conversation?”
What it means, and what’s next
McDonald’s India’s introduction of the Protein Plus Slice reflects a broader shift in the QSR space, one that acknowledges changing consumer expectations around everyday food. While indulgence remains on the menu, the move suggests a growing focus on offering options that respond to concerns around nutrition, transparency, and daily consumption.
“We’re not trying to say we are a health food brand,” Kalra says. “But can we take our most-loved products and make them better? Yes. That’s what we’re working on.”
