The Burger Company’s Rise to 150 Outlets and Beyond

• Tell us about the journey—from the first outlet in Gurgaon to 150 stores across India.
  The Burger Company started in 2018 in Gurgaon as a small, passion-driven kitchen blending Indian flavors with global QSR standards. What began as one humble outlet quickly snowballed into a nationwide movement. The secret? A menu that balances flavor and value, a strong franchise network, and highly Instagrammable food presentation. Today, TBC operates in metros and Tier 2, 3, and 4 cities—constantly adapting to hyperlocal tastes without compromising on quality.

• Crossing 150 outlets is a major milestone for The Burger Company (TBC). What does this achievement mean for the brand?
  Reaching the 150-outlet mark is more than just a numerical milestone—it’s a powerful endorsement of TBC’s core philosophy: delivering “Desi Burgers for Desi Souls.” This growth validates consumer trust, operational strength, and the scalability of an authentically Indian QSR (Quick Service Restaurant) model in a fiercely competitive market. It also reflects a broader shift in Indian consumer preferences—from global fast-food chains to homegrown, value-driven, and culturally resonant dining experiences.
  
  
  
• What key strategies have enabled this scale and success?
  Several core strategies have driven TBC’s rapid yet sustainable expansion:
  • Desi-first Menu Engineering: The brand’s offerings, like the Classic Aloo Tikki, Tandoori Paneer Burger, and Punjabi Gabru, reflect Indian flavor profiles while maintaining global appeal.
  • Franchise-First Model: TBC’s transparent, profitable, and scalable franchise system has accelerated growth while ensuring accountability at the outlet level.
  • Operational Efficiency & SOPs: Robust backend systems ensure a consistent product and customer experience across all locations.
  • Omnichannel Reach: Strategic partnerships with food aggregators and an aggressive digital marketing approach have strengthened TBC’s online and offline presence.
  • Youth-Centric Brand Voice: Humor, vibrant content, and social engagement have helped the brand connect deeply with Gen Z and millennials.

• Which cities or regions have seen recent launches?

Recent expansions include cities like Kolar, Jaunpur, Jagdalpur, and Guwahati, as well as strengthening TBC’s presence in established metros such as Delhi and Bangalore. Among these, Guwahati stands out—a newly launched outlet there turned profitable in under 60 days. It’s a clear indicator of rising demand for high-quality QSR options even in Tier-3 and Tier-4 markets.

• What is the current mix between franchise-owned and company-owned stores?
  TBC follows a predominantly franchise-led model, with 95% outlets franchise-owned and only 5% company-operated. This model not only accelerates expansion but also injects entrepreneurial energy and accountability into every outlet.
  
• What is TBC’s expansion roadmap over the next 2–3 years?
  The growth strategy balances scale with sustainability. With the introduction of the TBC PICO model, TBC is poised for deeper market penetration in smaller towns and compact, high-footfall areas. The plan includes 250 additional outlets by 2027 (150 PICO-format stores and 100 standard outlets).

This dual-format approach allows TBC to serve both premium and value-conscious consumers while maintaining its core brand identity.

• Tell us more about the TBC PICO format. How does it benefit the brand?
  The PICO format is a low-investment, high-return model tailored for small spaces like food courts, college campuses, and high-street zones in Tier 3/4 towns. With thinner profit margins but higher volumes, it boosts:

• Brand visibility in untapped regions
• Affordable entrepreneurship with accessible entry points
• Job creation and youth empowerment in semi-urban India

More than a business strategy, PICO reflects TBC’s commitment to Make in India by encouraging small-scale entrepreneurship and local economic development.

• How does TBC plan to stay relevant in the ever-evolving QSR landscape?
  To remain relevant, TBC is committed to constant innovation and deep customer engagement:
  • Menu Refreshes: Introducing quirky items like Cheese Volcano Burgers and sauce injectors to keep the experience exciting.
  • Youth-Friendly Store Design: Interiors designed for Instagram appeal while staying family-friendly.
  • Hyperlocal Adaptation: Each store’s vibe and menu are tailored to suit regional preferences.
  • Community Engagement: Strong outreach to college students, young professionals, and local families keeps the brand emotionally connected to its audience.

The core strategy is to build a brand that grows with the customer and evolves to reflect their tastes, needs, and lifestyle.

• What’s the revenue goal for the next fiscal year?
  TBC is targeting ₹100 crore+ in brand revenue. A major portion of this will come from existing outlets, which already enjoy strong unit economics and over 40% repeat customer rates.
  
• Is The Burger Company planning to raise funds or seek investment?
  Not at the moment. TBC has been profitably bootstrapped since its inception and is proud of scaling without external capital. This approach gives the brand complete control over its vision, zero dilution of ownership and freedom to prioritize long-term sustainability. While open to future strategic opportunities, TBC is currently focused on organic growth powered by strong cash flows.
  
• What’s the investment and expected ROI for a TBC PICO franchisee?
  The TBC PICO model is designed to be India’s most accessible QSR franchise option with Investment: ₹7.89 lakhs (₹7.69 lakhs for women entrepreneurs under TBC’s women-in-business initiative), Average Monthly Revenue: ₹3–5 lakhs and ROI: 8–10 months.
  This makes the PICO format ideal for aspiring entrepreneurs in smaller towns, food courts, and college zones who want a quick, low-risk entry into the booming QSR space.
  
  
• How do you view the Indian QSR market, and which trends are most important for TBC?
  India’s QSR market is undergoing a major transformation, influenced by younger demographics, rising disposable incomes and a booming eating-out culture. Consumers now seek value-for-money meals with no compromise on taste or quality.
  Key trends TBC is focusing on:
  • Menu Innovation: Constantly launching new, fun, and differentiated items
  • Digital Discovery: Leveraging aggregators and social media for customer acquisition
  • Flexible Formats: Adopting smaller store footprints like PICO to reach more consumers
  • Customization and Health Consciousness: Offering more variety without losing flavour.
    
• Your vision ahead for TBC?
  What started as a small kitchen in Gurgaon has now become a nationwide celebration of Indian flavors in a burger bun. Our goal isn’t just to be the biggest—it’s to be the most beloved Indian QSR brand. We’re targeting 250 outlets by 2027, especially in Tier 3 and 4 markets, along with launching new, exciting product lines that redefine value-driven indulgence.