Burger Singh - Company Profile

Background

Overview

Burger Singh is India's largest homegrown burger chain, renowned for infusing traditional Indian flavors into the classic burger format. Established in 2014 by Kabir Jeet Singh, Nitin Rana, and Rahul Seth, the company has rapidly expanded its footprint across India and internationally. Headquartered in Gurugram, Haryana, Burger Singh operates over 175 outlets in more than 75 cities, including Delhi NCR, Mumbai, Pune, Kolkata, Shillong, Jaipur, Dehradun, Jammu, Nagpur, Ahmedabad, Chandigarh, and Amritsar. The brand has also ventured abroad with three outlets and a food truck in London.

Mission and Vision

Burger Singh's mission is to revolutionize the fast-food industry by offering burgers that resonate with the Indian palate, combining global appeal with local flavors. The vision is to establish a Burger Singh outlet in every Indian city, serving quality food at honest prices, run by people who care.

Industry Significance

As a pioneer in the Indian quick-service restaurant (QSR) sector, Burger Singh has successfully challenged international fast-food giants by offering a unique product tailored to local tastes. Its rapid expansion and innovative approach have set new benchmarks in the industry.

Key Strategic Focus

Core Objectives

• Expansion: Aggressively increase the number of outlets across India and internationally.

• Innovation: Continuously develop and introduce menu items that blend Indian flavors with global fast-food formats.

• Quality Control: Maintain consistent product quality and customer service across all outlets.

Areas of Specialization

• Menu Development: Crafting burgers that incorporate traditional Indian spices and ingredients.

• Franchise Model: Implementing a hybrid model with both company-owned and franchisee-owned outlets to facilitate rapid expansion.

• Supply Chain Management: Establishing a robust supply chain to ensure the availability of fresh ingredients across all locations.

Key Technologies Utilized

• Digital Ordering Platforms: Leveraging online food delivery apps and its own mobile application to reach a broader customer base.

• Supply Chain Analytics: Utilizing data analytics for inventory management and demand forecasting.

Primary Markets Targeted

• Urban Centers: Tier 1 cities like Delhi NCR, Mumbai, Pune, and Kolkata.

• Emerging Markets: Tier 2 and Tier 3 cities, where competition is lower, and operational costs are more manageable.

Financials and Funding

Funding History

• Series A Funding (July 2022): Raised ₹30 crore, valuing the company at ₹200 crore.

• Pre-Series B Funding (December 2023): Led by Turner Morrison Ltd, with participation from existing investors, increasing the valuation to approximately ₹433 crore.

Total Funds Raised

Approximately ₹63 crore across multiple funding rounds.

Notable Investors

• Turner Morrison Ltd: Led the pre-Series B funding round.

• Anicut Capital: Participated in the pre-Series B funding round.

• Thapar Family Trust: Participated in the pre-Series B funding round.

• RB Investments: Led the Series A funding round.

Utilization of Capital

• Expansion: Opening new outlets, both company-owned and franchisee-owned.

• Supply Chain Enhancement: Establishing additional warehouses and improving logistics.

• Technology Integration: Developing and enhancing digital ordering platforms and operational systems.

Pipeline Development

Key Pipeline Candidates

• 'Burger Singh Express' Kiosks: Compact, cost-effective outlets designed for high-traffic areas like metro stations, malls, and airports. The company plans to launch 15 such kiosks in 60 days at various metro stations in Delhi NCR.

Stages of Development

• Conceptualization: Identifying high-traffic locations for kiosk deployment.

• Implementation: Setting up kiosks with minimal infrastructure requirements.

• Expansion: Scaling the kiosk model to other cities and regions.

Target Conditions

• Urban Centers: High-footfall areas such as metro stations, malls, and airports.

• Emerging Markets: Tier 2 and Tier 3 cities with growing consumer bases.

Anticipated Milestones

• Short-Term: Launch of the first set of 'Burger Singh Express' kiosks within the next two months.

• Medium-Term: Expansion of the kiosk model to other major cities.

• Long-Term: Establishing a significant presence in both domestic and international markets through the kiosk model.

Technological Platform and Innovation

Proprietary Technologies

• Digital Ordering System: An in-house developed mobile application facilitating online orders and customer engagement.

• Supply Chain Management Software: Custom-built software for inventory management and demand forecasting.

Significant Scientific Methods

• Data Analytics: Utilizing customer data to personalize marketing and menu offerings.

• Operational Research: Applying optimization techniques to streamline supply chain and staffing.

Leadership Team

Kabir Jeet Singh – Founder & CEO

• Background: Holds an MBA from the University of Birmingham and a master's degree in Financial Strategy from Said Business School, Oxford.

• Contributions: Instrumental in conceptualizing and scaling Burger Singh, focusing on menu innovation and market expansion.

Nitin Rana – Co-founder

• Background: Experience in operations and supply chain management.

• Contributions: Oversees daily operations and ensures quality control across all outlets.

Rahul Seth – Co-founder

• Background: Expertise in marketing and brand development.

• Contributions: Leads marketing strategies and brand positioning efforts.

Competitor Profile

Market Insights and Dynamics

• Market Size: The Indian QSR market is expected to reach ₹10 lakh crores by 2030.

• Growth Potential: Rapid urbanization and changing consumer lifestyles contribute to the expansion of the QSR sector.

Competitor Analysis

• McDonald's India: Established presence with a diverse menu.

• Burger King India: Aggressive expansion and localized offerings.

• Jumboking: Focus on regional flavors and affordability.

• Wat-a-Burger: Emphasis on quality and customer experience.

Competitive Landscape

Burger Singh differentiates itself by offering burgers infused with Indian flavors, catering to local tastes, and maintaining affordability. Its rapid expansion into Tier 2 and Tier 3 cities provides a competitive edge in less saturated markets.

Strategic Collaborations and Partnerships

Franchise Model

• Owner-Partner Franchise Model: Introduced to empower local entrepreneurs with a co-investment structure, reducing entry barriers and promoting active involvement.

Supply Chain Partnerships

• Local Suppliers: Collaborations to source fresh ingredients, ensuring quality and supporting local businesses.

Operational Insights

Strategic Considerations

• Location Strategy: Focus on high-footfall areas and emerging markets to maximize reach.

• Quality Assurance: Standardized training programs and centralized supply chain management to maintain consistency.

Competitive Advantages

• Menu Innovation: Unique offerings that blend Indian flavors with global fast-food formats.

• Franchise Model: Scalable and adaptable, facilitating rapid expansion.

• Brand Identity: Strong cultural resonance with Indian consumers, fostering loyalty.

Strategic Opportunities and Future Directions

Expansion Plans

• Domestic: Aiming for over 1,000 outlets by 2030, with a focus on Tier 2, 3, and 4 cities.

• International: Exploring opportunities in other countries with significant Indian diaspora.