On, the idea
of offering Indianised burgers started taking shape. In an exclusive chat with
TMM, he speaks about the company's journey, USP, overall company, and expansion
plans amongst others.
KabirJeet Singh Burger You had been in love for burgers
since you were a student, how did the idea of Burger Singh happen?
The travel
Started while I was working at a burger chain in the UK for some extra pocket
money. I used to get free burgers daily and it required only a short while for
me to get bored with the dull taste of these burgers. So one day, I went into a
local shop for Shan Masala and blended them in some burger patties. In me, they
tasted awesome. The love for Indian cuisine one of the Britishers is mythical
and in almost no time, these Indo-British fusion hamburgers were around the
restaurant menu.
It's been 5
We entered
The market in 2014 at a period when McDonald's had just started building a
shipping stage and there were no other significant burger delivery chains in
the nation. We saw a huge gap in this market and believed the burger QSR market
could become what pizza delivery has been back in 2004. Today, there is an
abundance of burger players in the sector and the customer gets more options.
But at the same time, we are also seeing a year-on-year growth in demand and
more room for inventions within this area.
Our biggest
No other hamburger chain offers you the desi flavor within a bun. We've Got
burgers Which Range from AmritsariMurghMakhani into PaoBhaji, Chicken Keema and
ShahiPaneer. This sets us apart from all other QSRs who have one or two
India-special recipes in their whole menu. The other USP is our shipping
encounter -- from top packaging to hand sanitizers and mouth fresheners, we've
got you covered for a restaurant-like texture in your doorstep.
Burger Singh
Isn't into marketing/promotional gimmicks. Is it a philosophy of the brand?
That is
Interesting to hear. We're normally accused of a lot of promotional gimmicks.
What were
The challenges faced during the first phase of Burger Singh?
No business
Comes without its own set of challenges. One that we can chat about was to
develop decent tech to handle our supply chain and efficiently reconnect with
the ecosystem of vendors, employees, and customers. After a few failed attempts
at customised off-the-shelf technologies, we decided to build one for
ourselves.
Another
large Challenge was that our customers are extremely demanding. It's not like
western nations where 50-60 percentages of sales come from one main item on the
menu. So we are constantly focusing on constructing newer recipes, while still
keeping a lean menu -- which means bringing in new things and removing some
previous ones, providing the consumer something fresh and refreshing all the
time.
According to
a report by Assocham, India's fast service restaurants
(QSR) market is expected to touch Rs 25,000 crores from 2020. What are your
growth plans?
Today, KabirJeet Singh has 28 outlets, of which 20 are in
Delhi/NCR, one in Pune, two in Dehradun, and two in Jaipur. We've got three
franchises, including one in Nagpur This year, We're Taking a Look at
consolidating the Delhi and NCR Market expanding and further to some discerning
regions around Delhi. From the End of the fiscal year, you may see us more than
double our outlets, including franchises.
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