How Burger Singh found the right way to market a Western product to Indians

Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and have been featuring numerous local/ homegrown businesses, brands, and Apps in the country launched in the last few years.

Burger Singh is the largest chain of homegrown Indian flavour burgers in the QSR category in India, with a strong presence in West & North India with 80+ outlets in Delhi NCR, Lucknow, Jaipur, Dehradun, Jammu, Nagpur, Ahmedabad, Jhansi, Chandigarh, Amritsar and others, with another 12 franchises under fit-outs across the country. The brand has also ventured in the UK with two outlets in London and has emerged as the most popular brand of Indian burgers in the state.

Known for ‘Indianising’ a typical western flavour, Burger Singh specialities include the vegetarian Keema Pao  for the vegetarians, the Jaatputt Chicken Burger, the Amritsari Murgh Makhani Burger, the Udta Punjab Burger, the Bunty Pappeh Da Aloo Burger and the United States of Punjab Burgers in both vegetarian and non-vegetarian options, among others. The company is headquartered in Gurugram, Haryana.

The founder’s vision is to establish Burger Singh as the new face of QSR globally. Popularly known as the Singh of Burger Singh, Kabir Jeet Singh aims to drive Burger Singh’s international expansion by taking the true tastes of Indian burgers to food aficionados the world over. The company has already raised over $6 million in Series A funding from both strategic and angel investors till date.

In conversation withAdully, Kabir Jeet Singh, CEO and Founder, Burger Singh, shares the interesting journey of Burger Singh, creating a niche in a market saturated with American fast food chains, Indianising a Western product, and much more.

Please take us through your journey as an entrepreneur. What motivated you to establish the company?

My entrepreneurial journey started while pursuing my MBA at the University of Birmingham in the UK. While studying, I worked part-time at a local burger joint, where I started experimenting with patties flavoured with Indian spices and chutneys to give them an inherent Indianised flavour. It became an instant hit with my colleagues, who started calling me ‘Burger Singh’. This led to the birth of the idea of bringing Indian flavours to Western-style burgers, and thus, Burger Singh was born.

When I returned to India, I noticed that the market was saturated with American fast food chains trying to sell an American product to an Indian audience. This led me to see the market gap and provide what Indian consumers were looking for – Indian flavours at affordable prices. My vision was to create India’s largest Quick Service Restaurant (QSR) chain, and I launched the first Burger Singh outlet in Gurugram in 2014.

I registered my company, Tipping Mr Pink Pvt. Ltd., with my childhood friend, Nitin Rana, who had tremendous experience in the QSR industry since 2003. We started with a small outlet in Gurugram in 2014 with just three employees and focused on deliveries. Started with Rs 15 lakh, Burger Singh has today grown into a 100+ outlet burger chain spread across 14 states and 54 cities.

What was the need for this brand as per consumers’ perspective? What is the core business proposition?

When we started Burger Singh, we aimed to cater to the three things that Indians love in food: great flavours, vegetarian options, and affordable prices. We fused Indian flavours with the world’s favourite fast food product, the burger, and created a wholly Indianised menu at very competitive prices.

Our menu initially had 28 varieties of burgers, each representing the flavour of an Indian state, priced from Rs 150 upwards. Our burgers were larger in size and had an Indianised flavour, which quickly became our unique selling proposition (USP). Compared to other brands, Burger Singh burgers were bigger and had a distinct Indian flavour, which resonated well with Indian consumers.

Burger Singh’s core business proposition is to offer a completely Indianised menu at very competitive prices. Our entry-level product, Nikku Singh, is a great example of the same, where the customer is able to enjoy a premium product starting at just Rs 39.

What have been your key learnings so far? How do you see the company’s ecosystem progressing in 2023?

Our experience has taught us that it is crucial to stay abreast of market trends and consumer demands and adapt our offerings accordingly. Additionally, building a strong team with a shared vision and passion for the brand has been a vital factor in our success.

As we look to the future, we are committed to expanding our presence throughout the country and introducing innovative menu items to keep our customers engaged. We recently announced plans to open new outlets in various states, including Maharashtra, Madhya Pradesh, Gujarat, Bihar, Jharkhand, Odisha, and Rajasthan.

In line with our commitment to enhancing the customer experience, we also plan to invest in technology and digital platforms to streamline our services. We are optimistic about what lies ahead and excited to embark on this next phase of our journey.

How is digital helping you further your business?

The digital age has revolutionised not just our business, but also thousands of startups across India by significantly reducing the cost of launching and growing a brand, opening up new opportunities to reach a broader audience and gathering valuable feedback.

Incorporating digital technology into our operations is an essential aspect of our business. Online ordering, mobile applications, and social media marketing have all contributed to expanding our reach and enhancing the customer experience. Utilising digital analytics has enabled us to make informed decisions about menu offerings, pricing, and marketing strategies. Our partnership with third-party delivery services has also allowed us to tap into new markets, resulting in increased sales and revenue.

Moreover, we have implemented a multi-channel approach to marketing and PR by leveraging influencers, social media advertising, and other digital platforms. Keeping up with trends and viral content has strengthened our visibility and credibility in the market.

How did you identify your TG? Did you carry out any feasibility study prior to starting your business?

Our target audience was identified based on several key factors. Firstly, we conducted extensive market research to gauge the demand for fast-food chains in the Indian market. We also analysed the demographics of the area where we planned to open our first outlet, which happened to be Gurugram – a city with a young, upwardly mobile population. Additionally, we recognised a gap in the market for high-quality burger chains in India, which presented us with an opportunity to cater to this demand.

Our menu was carefully crafted to appeal to young, urban professionals who were seeking a quick and convenient meal that didn’t compromise on taste and quality.

To ensure the feasibility of our business idea, we conducted a thorough analysis of market trends, competition, and consumer behaviour before commencing operations. Our feasibility study also included a financial analysis to determine the investment required, projected revenues and profits, and return on investment. This research enabled us to gain a comprehensive understanding of our target audience and allowed us to develop a unique value proposition that resonated with them.

What were the challenges that you faced in your startup journey and how did you overcome them?

Developing technology to effectively manage the supply chain and improve communication with vendors, employees, and customers posed a significant challenge for us. Additionally, the emergence of market disruptors like Swiggy and Zomato intensified the competition. However, we were able to overcome these obstacles by enhancing our technological capabilities and adopting new strategies and business plans.

What would be your message for budding entrepreneurs?

My message to budding entrepreneurs is to have a clear vision, take calculated risks, and continuously innovate to meet the evolving needs of your customers. Don’t be afraid to fail, but always learn from your mistakes and keep moving forward.