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While global QSR giants dominate metros, Burger Singh has carved a niche by bringing bold Indian flavors to an internationally loved format—burgers. With an expanding franchise network and a new cost-efficient franchise model, the brand is now targeting high-growth potential cities beyond the metros. Rahul Seth, Co-founder of Burger Singh, discusses how franchising is fueling the brand’s growth, the success formula for new partners, and why small-town India is the next big QSR battleground.
What inspired you to start Burger Singh, and how has the journey been so far?
Burger Singh’s story began with Kabir’s transformative experience working at a local burger outlet in Birmingham during his MBA. Immersed in the art of crafting flavors, he experimented with giving classic burgers an Indian twist—a creative endeavor that resonated with the customers and ignited the idea for Burger Singh.
Moreover, there were significant gaps in the Indian QSR market that international brands failed to address. Lack of Indianized flavors that catered to local palates, affordability issues, making burgers more of a luxury than an everyday meal, nearly no expansion into Tier 2 & Tier 3 cities, leaving massive untapped demand.
Burger Singh was built to fill these gaps, offering familiar Indian flavors in a globally loved format, while maintaining affordability, consistency, and rapid scalability through an asset-light, franchise-driven model.
The journey since then has been nothing short of exhilarating, from a single outlet to a rapidly growing brand with a strong franchise network across India.
How has the Indian QSR landscape evolved since Burger Singh launched, and how have you adapted?
The QSR industry in India has seen massive growth, with increasing demand for convenience, affordability, and variety. Online food delivery, digital payments, and cloud kitchens have reshaped the sector. We've adapted by focusing on scalable franchise models, innovative product offerings, and technology-driven operations to enhance customer experience and efficiency.
What key decisions have contributed to the brand’s success and rapid expansion?
- Localized menu innovation – Infusing Indian flavors into burgers has been a game-changer.
- Franchise-first expansion – A cost-effective, asset-light model that enables rapid scale.
- Targeting Tier 2 & 3 markets – These cities offer high demand with less competition.
- Operational efficiency – Standardized processes ensure consistency across all outlets.
What advice would you give to aspiring entrepreneurs looking to enter the food & beverage industry?
F&B is exciting but challenging—understanding your target audience, optimizing costs, and maintaining consistency are crucial. A well-thought-out franchise model can help scale efficiently. Also, adaptability and keeping up with consumer trends (e.g., delivery, sustainability) are key to long-term success.
What is your long-term vision for Burger Singh—both in India and internationally?
Our vision is to establish Burger Singh as India’s leading homegrown burger brand, expanding aggressively across metros, Tier 1, Tier 2, Tier 3, and beyond cities while also taking our unique Indianized flavors to global markets.
How do you differentiate Burger Singh from global giants like McDonald’s and Burger King?
- Indianized flavors – Our offerings of flavors with a twist including Amritsari Murgh Makhani, Bihari Gosht Muton, Bunty Pappe da Aloo is what sets us apart.
- More affordable & franchise-friendly – Lower setup costs make us an easier entry point for entrepreneurs.
- Localization & agility – We quickly adapt to regional consumer preferences, unlike larger global chains.
What are some upcoming innovations—whether in menu, technology, or customer experience—that customers can look forward to?
We are constantly working on menu innovations to bring fresh and exciting flavors to our customers. Expect new regional-inspired burgers that cater to local tastes. We are also exploring more Indianized fries options, to cater to evolving consumer preferences.
Talking of customer experience, all our efforts are focused on making each customer's experience memorable. We indulge in robust R&Ds to bring in multiple avenues for taking customer feedback and gradually implementing the best possible from our end which isn’t an ideal scenario with international QSR chains.
Are there any new collaborations, partnerships, or expansion strategies you are currently exploring?
We are exploring strategic tie-ups with real estate developers, food aggregators, and delivery platforms to improve accessibility and visibility.
Moreover, we are soon coming up with a new franchising model. The new model is designed to make business ownership more affordable, profitable, and accessible—especially for first-time entrepreneurs and investors in Tier 2, Tier 3, and Tier 4 cities.
How do you ensure the company culture stays strong as the brand scales up?
A strong company culture is built on empowerment, transparency, and innovation. We ensure franchisees and employees align with our core values through extensive training, strong leadership, and an open feedback culture.
10. What are Burger Singh’s key expansion plans for the next 2-3 years in India and internationally?
- 200+ new stores planned across India for FY 25-26.
- Expansion into untapped regions within India with high populations.
- Growth in kiosk & take-away models for high-footfall areas.
Are you focusing more on company-owned outlets or franchising for future growth?
Franchising is our primary growth driver, but we will continue to open company-owned flagship stores in key metro locations to maintain brand control and visibility.
What factors determine the selection of new locations for Burger Singh stores?
We analyze footfall, demographics, and competition before entering a market. High-traffic locations like malls, transit hubs, and commercial areas are prioritized.
How does Burger Singh plan to penetrate Tier 2 and Tier 3 markets?
By offering a low-cost, high-ROI franchise model, localized marketing, and tailoring menu offerings to regional tastes. Strong word-of-mouth, digital marketing, and strategic local partnerships play a crucial role.
Are there any new formats (cloud kitchens, kiosks, food trucks) being considered for expansion?
Our upcoming franchising model will only have one model. We are streamlining the Burger Singh franchise model to reduce costs by 30%, making it one of the most accessible QSR investments in India. By optimizing our store setup, vendor network, and operational costs, we are ensuring high ROI and rapid profitability for every franchise partner
What are the current investment requirements for a Burger Singh franchise?
We have designed our new franchise model to unlock opportunities in emerging cities. This model is set to extend low capex, an extended 20-year term, and high-profit potential, making this an ideal investment for entrepreneurs looking to break into the fast-growing QSR industry.
With investment starting at INR 26.9 lakhs for the Base Model of 350 sq. ft, the new model ensures a cost-effective setup while maintaining premium quality and experience across different market categories.
What kind of support do you provide to franchise partners in terms of training, marketing, and operations?
- Comprehensive training programs (kitchen, customer service, operations).
- Marketing support (digital campaigns, local activations).
- Supply chain & logistics assistance for maintaining consistency.
How do you ensure quality and consistency across franchise outlets?
- Standardized processes & ingredients via a centralized supply chain.
- Regular audits & training to maintain operational excellence.
- Tech-driven analytics for real-time monitoring of sales & inventory.
Have you introduced any new franchise models to attract small-scale investors?
As mentioned above, we are coming up with a new franchising model which offers 30% lower initial investment along with a 20-Year Franchise Agreement ensuring higher ROI, faster breakeven. With no hidden costs, the franchising model will be ideal for small-scale or even first-time investors.
What are the biggest challenges in scaling the franchise network, and how are you addressing them?
- Maintaining quality at scale – Addressed through training, technology, and audits.
- Choosing the right franchise partners – Ensuring alignment with our brand values.
- Rising operational costs – Optimizing supply chain and leveraging local sourcing.
Are there any fundraising plans or investor collaborations in the near future?
We are always evaluating growth opportunities and may explore strategic funding rounds to accelerate expansion, especially in newer, untapped markets.
