Our aim is to make Burger Singh the ‘Subway’ of burgers

Founder and CEO, Burger Singh and Tipping Mr Pink Pvt. Ltd., Kabir Jeet Singh, spoke to FoodService India about his chain‘s hectic expansion plans over the next three years and growing the brand equity in the fast casual dining space.

 Our aim is to make Burger Singh the ‘Subway’ of burgers, says Kabir Jeet Singh

Tell us about your chain’s progress in all these years of operation. How many outlets have you been able to add in this period and how many more do you plan to add?

We opened our first outlet in November 2014 in Delhi and today we have expanded to nine outlets in Delhi-NCR. As of today, Burger Singh operates one night kitchen in Gurugram apart
from another experience store there (3,000 sq.ft. with a liquor licence). Besides, we run seven smaller QSR models out of which five are located in Delhi and two in Gurugram.

We are now at a stage where we have put in the hard work, done the experiments and know what is working for us. We have a national supply chain, depth of management and systems in place to make Burger Singh a national chain. We have started franchising the brand. Burger is a highly franchisable product and no franchise industry is more mature than that of the fast food hamburger. Examples include Wendy’s, Johnny Rockets and the big daddy of them all, McDonald’s. In order to compete with these industry giants, we need to have a product differentiator, which we do in the desi burger. Also, we need to move quickly, otherwise someone else will capitalize on the niche that we have created.

We will soon be expanding in Pune, Hyderabad, North India and plan to open a total of 40 outlets in these areas in the next 24 months. The aim is to make Burger Singh the ‘Subway’ of burgers. The plan is to franchise aggressively with small 500 sq.ft. stores, which cost the franchisee under Rs 30 lakh to open. These outlets will come up in high footfall locations and have an efficient delivery system. We will continue to expand our footprint in NCR with a mix of our own and franchisee stores and expect to open 10 of these in the next 12 months.

Some the leading foreign QSR brands have been witnessing slowing same-store sales growth over the past few quarters?

That’s not how I look at it. Most of the big boys have been showing y-o-y growth for many years and at some point a correction happening is not unusual. These are big companies and have been around the block for quite sometime. I am sure they will come back strong.

We are the new kids on the block and too young to see a decline. In fact, our revenue per outlet has increased by 37 per cent. I am no economist but I feel that India’s growth story is robust. In the short-to-medium term, India appears to be in a position to sustain the current growth momentum. As for the QSR sector, the three things that favour the industry are its demographic advantage, robust domestic consumption and cheap labour and these factors will not change in a quarter or two.

Is it right to say that the food business is not affected by the turns and tides of the economy?

Eating out is a luxury, it’s not really a necessity. When the times are tough, any sensible person will spend his resources on the most pressing needs. So I think the QSR industry does get affected by economic downturns. I will go to the extent of saying that the impact on the food service business might be even larger than the average standards for the overall industry.

What do you think is the scope for making value additions to the QSR format and what will be the new innovations to this format in India?

We like to describe ourselves as a fast casual restaurant rather than a QSR. Fast Casual borrows from QSR and Casual Dining. Fast Casual features a more upscale and diverse menu selection in comparison to the QSR format. Unlike Casual Dining, Fast Casual has no table service and orders are placed and paid first and customers are directed to the assembly area where the food is ready for you to bring to your table. Some chains have a slight variant here – they will take your order, let you proceed to your table and a food runner will bring your meal to you. The ambiance is more upscale versus fast food with designs ranging from upscale elements and soft colors.

I feel that going forward, there will be two new innovative trends visible in the Fast Casual segment. A lot more innovation will happen to Indianize the menu. And a lot more independent fast casual restaurants and food trucks will burst on the scene. Casual dining chains will ‘downscale’ to grab this set of consumers and quick service chains will ‘upscale’ for the same reason.

How do you assess the market potential for the burger category in India. How do you see it performing versus the Pizza category and which new trends and infl uences will shape the growth of this category going ahead?

The organized F&B industry is expected to reach over Rs 150,000 crore (US $25 bn) by 2018 from Rs 75,000 crore (US $12.5 bn) in 2013 at a CAGR of 16 per cent. Burgers constitute only 2 per cent of the QSR market but are growing at a much faster rate of 25 per cent. So we are in a good spot. I still feel the pizza category will maintain its position and burgers will take time to catch up. I feel a lot of smaller players like us will enter the market and create home-grown competition in the burger category. I think what will shape the growth of this market and spur the funding landscape. In the recent path, a lot of investors have burnt their fingers in the food and food tech space and therefore the funding sentiment for this sector is not the best at the moment.

What has been the market response to your especially crafted vegetarian menu for Indian consumers. Are you looking to expand its scope further by bringing in newer ingredients?

The response has been phenomenal and this has given us the strength to bring in a new category of vegetarian burgers in the sub-Rs100 range. This range was launched in the first week of May 2017. The purpose of this range is to help us get into smaller cities and attract the value seeking consumer.

International burger chains operating in India usually have third party vendors from whom they source their ingredients. How do you ensure that the vendors meet the quality parameters and benchmarks?

We are not looking to reinvent the wheel. The big boys have set up some exceptionally robust systems and processes throughout the industry. We have adopted a lot of what these first world companies have brought in and it is working well for us. The industry has a lot of people for sourcing the products from. However, there are only a handful that can ensure and maintain consistent quality. We are working with these players. These quality third party vendors are expensive and it is a strain on a small company like ours; but I sleep well at night knowing that I have not compromised on the quality for saving a few coins.

Considering the peculiarities of the supply chain in India, have you introduced any specific innovations to make your back-end operations foolproof?

I think the cold supply chain in India has drastically improved over the last few years. So it is foolproof at a certain scale. We are yet to reach that level of scale but are fairly close to it. The innovation that we have brought to this aspect is predominantly our internal systems of forecasting demand and ensuring minimum wastage.

What has been the response to your home delivery service? How much of online sales are you doing currently and how do you see this segment growing for you?

About 42 per cent of our sales comes from home delivery. This is a big number as the industry standard for burger home delivery ranges from 6-10 per cent. Therefore, we can open smaller stores and compete in this environment. And since demonetization, almost all of this delivery business comes to us through online channels and is almost always prepaid. I don’t see this number changing drastically as a segment of our sales. But this is also the most challenging aspect of our business, especially the last mile logistics.

You spoke of expanding the chain through the self-owned and the franchise route. Are your investment and expansion plans limited to the Indian market for now?

Our plans are not limited to just the Indian market. Burgers are a scalable product and accepted around the world. Indian cuisine is popular around the world and so it makes sense for us to look at the world and not just India. You will soon see a Burger Singh signage in an International capital.

For the Indian market, we will be opening months is to open 40 franchisee in cities of Pune, Hyderabad and north India over the next 36 months. Besides, we are looking to open 40 company-owned stores in NCR, Bengaluru and Mumbai. We are in the process of getting ourselves ready to hit the market to raise the capital for this expansion.





Franchising is the answer. Many of those enquiring about franchise business opportunities are usually at a crossroads of their lives and looking to make a critical decision about their futures. There are many reasons why someone might consider becoming their own boss, such as a lack of job satisfaction, lack of opportunities for personal or career growth, or even the desire to make more money whilst not feeling that their current career can offer such chances.

Before you decide to take the leap and run your own business, you’ll need to address your own strengths and weaknesses. You’ll also need to decide if you want to utilise your existing skills or learn something new. If you’re going to make a career change, you’ll not only need to be happy with your decision but also be comfortable accepting your new role and the challenges that inevitably arise as a result.

Once you’ve addressed this, you can begin to consider what you’re looking to get out of your new role as a business owner. Is it job satisfaction, independence, money or security that you’re seeking? You’ll also need to consider if self-employment will suit you? What hours are you see yourself working and what is the extent of the investment you are comfortable making?

By considering all of the risks, you’ll enter your new business venture prepared and ready for the challenges and successes that lie ahead. You’ll also need to consider the risks and benefits of buying into an existing brand. Many people come to realise that the franchise sector offers a unique opportunity as it provides access to a proven business system, defines the required investment and is coupled with training, support and marketing. There are, however, many franchise systems operating across the UK, with varied levels of success and development.

Once you’ve established the answers to these questions, you should be in a confident position to know whether franchising is for you – and you can then begin to focus on finding the right franchise. The first step is to research and gain as much information on potential franchises. For example: how long has the franchisor been in business, what are the upfront and ongoing fees, is the brand trademarked and protected?

You’ll also want to find out what is provided to potential franchisees – the quality of the training, the support being offered and the strength of the brand. Franchisees should also consider what the brand’s unique selling proposition is, do they have intellectual property that provides a competitive advantage and how does the satisfaction of existing franchisees within the system rate? You’ll also need to check the small print; the upfront costs and training might look enticing but, as with any contract, there can sometimes be surprises lurking within.

Find out what are the key terms, what the length of tenure and renewals are, whether it is an exclusive or non-exclusive agreement, and what conditions must be met at termination and post-termination of the agreement. Perhaps most importantly of all are the cost implications.

Consider everything as a whole, not just the attractive headline prices used to lure in franchisees. Take into account the franchisee fee, fit-out and equipment costs, the working capital required, cost of training, the cost of opening promotions, legal fees and office supplies. Finally, don’t hesitate to get advice whether it’s legal, business or accounting, speak to existing franchises and ascertain the level of satisfaction and lifestyle achievable through franchising.

As with any business decision, it may not offer guaranteed success but by finding the right company and style of business that suits you, franchising can be a much better choice than going it alone. Joining a franchise can provide you with the support, training, marketing and systems to help you run a successful franchised business. However, it will still be your own venture and the ultimate success will depend upon you to make it happen. But with the right preparation, you’ll have the chance to find success in your franchising venture and business independence for your future.

Source : franchiseinfo





‘Black Panther’ movie news: Release date, early introduction into franchise

With the “Black Panther” movie release still in February 16, 2018, it will be some time before fans can really appreciate the story of Chadwick Boseman’s Prince of Wakanda, T’Challa aka Black Panther. Even so, it is not something to despair of since a couple of things are already known about the upcoming Marvel superhero film and more in terms of speculation based on the character’s story in the Marvel comics universe.

Source: ‘Black Panther’ movie news: Release date, early introduction into franchise

Why mobile shopping can not replace the desktop?

Online marketers need to know!


I agree this era is of Mobile. Statistics of festival shopping like Black Friday reveals that online orders coming from smartphones is nearly 57%. Walmart reported that sales of smart phones increased by nearly tripled on compared to 2014. This trend may suggest that the end product sales on the desktop will be gradually declining.

When the e-commerce business began to boom there was uncertainty whether online store is necessary?

Today, it appears that there is a need for online store.

Does it mean having an online store will lead to higher sales? Not necessarily. The traffic coming from mobile devices may be higher but it does not mean that the conversion rate is higher for mobile over alternate sales channel for businesses. A study shows that almost 70% of customers gather product information on mobile phones but in terms of sales the conversion rate from the mobiles was quite low.

One of the reasons for conversion rate from the mobile being quite low is the cumbersome process of filling the required information including complete address to pay through mobile is often time consuming and not easy for everyone.

One of the solutions is to make it easy for online customers to make the payment or checkout the most convenient way which will benefit businesses in the long run.

It’s easier said than done but it’s crucial to make mobile purchase process convenient. It does not mean that shopping on mobile will replace desktop or laptop. There are many customers who do not shop online on mobile even once. Such customers continues to use smart phones to read e-mail promotions, visit website, use social media and read reviews before buying.

For businesses to have Omni-channel presence is an advantage. As an online marketer it’s important to note that the consumer may not prefer one channel over another or purchase from only one channel, so business owners should focus on creating a seamless shopping experience on various platforms over the existing.


Top 4 Characteristics of great digital marketer

What do you think makes a great digital marketer? Here’s what some experienced digital marketers thinks:

digital marketing

Top 4 Characteristics of great digital marketer are as follows :

  • Customer –Centric Mindset

Good marketers understand their customers’ needs and beyond. Besides understanding the goal of each campaign, great marketers understand their customer’s brand image, voice and how they want to represent their organization to the public.

If you are a digital marketer who is employed by a brand, this is, of course, an assumed. However, for others who work for a digital marketing company; it’s always a great idea to study each and every prospect’s background before meeting face-to-face during the first meeting. For example, you might discover that the target group for a certain prospect is teenagers and as such they have been running campaigns designed for this target group. You also discovered that they may be rebranding to target adults better.

Having this knowledge ready for when meeting the prospect means you’re able to discuss and come up with sample ideas on the fly. In other words, from the client’s perspective, it’s more productive to meet with a digital marketer who already understands their brand as oppose to a digital marketer who comes empty-handed.

  • Knowledge-able of Changing Trends

When was the last time you saw a chunky monitor or a bulky CPU? Can’t remember? Well, that’s exactly how fast technology and the digital world changes. Your mobile phone isn’t just for making phone calls anymore either. You use it to surf the Internet, take photos, listen to music, set reminders; it also acts as your pocket book or Gameboy!

Knowing how the world have switched from desktop to smartphone, tablets and portables, means the difference between truly helping customers with their heartaches from the get go, and going on a wild goose chase.

For instance, your client may be getting a lot of traffic already but for some reason they’re not able to keep visitors on their website for longer than 5 seconds on average. After a quick check, you discovered that their website isn’t responsive. Since you are also up-to-date on changing trends, you know that users have switched from desktop browsing to mobile. In essence, this means you would be able to quickly provide the right solution for your client; which is to switch to a mobile-friendly website.

  • Good Understanding of the Target Group’s Behavior

Several years back, when we think social media, MSN and Hi5 comes to mind. Today, there’s just too many to add to the list, ranging from Facebook, Instagram, Twitter, Pinterest, to Snapchat and Reddit. Good marketers are individuals who are able to identify which is trending for the different age groups in a right way.

To be able to identify this, a great marketer doesn’t only understand the individual platforms but is also insightful on the behavior of the different target groups. For example, millennial read less, prefers images and loves videos. In addition, they spend hours daily browsing the Internet via smartphones. Given this information, if your client is targeting teenagers and you’re providing recommendations on which channels to focus on, Instagram should instantly come to mind as one of the top options.

Many times over, it’s not just about, ‘what’s trending’, but having a good understanding of different generations, cultural differences and so on, which would allow you to predict how things may change every year.

What may have worked wonders a certain year such as a photo contest might turn out to be a total flop the next year per se.

  • Be a Great Consultant

Some of the best marketers strive to become more than entrepreneurs. It is true that it’s the client’s business, but your relationship with every project should be more than just to finish the job, get paid, and be done with it.

Admirable marketers are those who are also both a teacher and an advisor to their customers. Some clients might not be familiar with online marketing. As such there is a communication gap and the best marketers are those who put in the effort to close that gap. For instance, when discussing banner advertisements, you might be thinking of retargeting, real-time bidding and native advertising, while your client have only ever did single-site buys. The result? Your client feels confused, unengaged and simply lost.

A truly effective digital marketer open new doors and opportunities for clients while also being able to effectively explain and advice all the different techniques and options.

The Take Away

In the end, if you want to become a truly admirable digital marketer, think of your client’s business as your own. Try to figure out what they might be thinking about, how they think, what they probably want and then gradually expand from there.

In addition, do lots of reading and research to understand different target audiences and changing trends. Coupled with a clear understand of your client’s business, you would be well on your way to provide your clients with successful marketing campaigns.

When You Should Start an Ecommerce Business?


Answer Is Now! Yeah it’s time to start your Ecommerce Business!

Top 3 Reasons To Start Ecommerce Business In India.

  1. India set to become world’s fastest growing e-commerce market:  To grow from $2.9 bn to $100 bn in 2020, market capitalization of internet businesses may hit $160 bn
  2. 40 Million Online Shoppers in India by 2016, Says Study : Online shoppers are expected to increase from 20 million in 2013 to 40 million in 2016, as an additional  200 million Indians will access the Internet in the next  three years, with majority of them coming online through smartphones, indicates a new joint study by Assocham and Grant Thornton.
  3. Future is Click & Retail : A report brought out by Knight Frank in association with the Retailers Association of India, which represents traditional retailers, pointed out that the share of e-tailing in modern retail with jump more than five times by 2019 (to 11 per cent then, from 2 per cent in 2014). During this period, the share of brick-and-mortar retail is likely to fall from 17 per cent to 13 per cent.


There are many great reasons to start an ecommerce business. If you’re interested in being your own boss and selling products you are passionate about, it’s something worth considering. If you want to speed up the process, you could even buy an established business instead.