Virginia-based Elevation Burger is all set to enter the Indian market. Salman Siddiqui, CEO, Elevation Burger shares his plans for the Indian market and franchise requirement to expand.
Take us through the journey of Elevation Burger.
Elevation Burger was founded by Hans Hess in 2005 around the simple idea of providing healthier food for his family and community. The first restaurant was opened in Falls Church, Virginia in 2005. In 2008, he started franchising as it was the logical next step to create a global movement of inspired fans.
Over the last 8 years, the restaurant chain has opened about 60 restaurants around the world with presence in 6 countries and 10 US states.
What is the USP of the brand?
We are a brand with a purpose. The brand is well known and clearly differentiated for providing 100 percent organic grass-fed beef. In India, we would substitute this protein with 100 percent organic Lamb also raised humanely. Our chicken is 100 percent organic and our proteins are 100 percent USDA certified organic. Our meats are also Halal certified at slaughter throughout the world which is also a unique attraction for many.
Please elaborate on your business model.
Our business model is based on developing a great set of people within the organization who believe in the purpose and mission of the company, finding the right franchise partners around the world, sourcing sustainable and supply chain, and serving and delighting the guests throughout our system restaurants.
How do you perceive the opportunities in India?
India is a great south Asian market with a fantastic growth story. We are well aware of the taste and flavour requirements of the Indian market and our store product offerings will take that into account. I see a great opportunity to connect with the younger generations who are looking for better tastier options in food. We plan to educate and differentiate our brand among a crowded burger market—I think with a great franchise partner we will be able to convert competitor customers and develop new guests into Elevation Burger fans.
What are your expansion plans?
With just 60 stores and about 80 commitments to open, we think we have line of sight to well over a 100 unit restaurant system in the coming years. We are seeking worldwide franchise partners and guests who are inspired by the idea of organic, sustainable and healthier foods for our communities.