Only available in the evening
Popular fast food giant advertises Ramadan menus
Is it worth it? The fish fast food chain Nordsee, with more than 30 branches in Austria, is now explicitly advertising its own Ramadan menus. The combos of fish burgers, fries, and drinks are only available from 5 p.m. onwards—and are irritating many customers.
Ramadan, the Muslim month of fasting, lasts from mid-February to mid-March this year and coincidentally also coincides with Christian Lent. Strict rules apply to devout Muslims. For example, with the exception of children, pregnant women, etc., they are not allowed to eat or drink between dawn and dusk.
Nordsee advertises Ramadan menus on its website in an oriental-style design and specifically refers to them as such. "Enjoy together: Our Ramadan highlights," it says. Fish burgers, fries, and drinks are available from 5 p.m., when the day is coming to an end.
Can it pay off?
Krone readers, who also received the offers via newsletter, reacted with irritation. "Have we really come this far?" some asked. Others saw it as "kowtowing" and pointed out that the company does not offer kosher products for Jews or special menus for Christians. The topic is polarizing.
An interesting question is: does the campaign pay off for the company, given that there are 800,000 people of Muslim faith in Austria? Or does it alienate customers who belong to other religions?
The "Krone" newspaper wanted to know the answer from Nordsee and asked the company three specific questions. Communication is handled via Germany—more than 300 branches, where Ramadan is also advertised—and is proving difficult. Four days after the initial inquiry, a response finally arrived: "Nordsee stands for openness and diversity in practice. As a company, we value the different backgrounds, perspectives, and experiences of our employees, guests, and partners. With our current campaign, we want to consciously set an example for this open coexistence. We address all our guests in principle. For us, the focus is on appreciative, open coexistence – regardless of origin, religion, or personal life circumstances," it says.
According to the company, customer feedback has been overwhelmingly positive.
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