How 420 crore Indian brand Burger Singh competes with Mcdonalds.
Kabirjeet Singh, a student of MBA was studying in UK, was working in burger restaurant, eventually he realized that burgers missed indian flavours.
After working for a few years he finally decided to start his own company along with his childhood friend. Both started the company with delicious burgers with Indian ethnic flavours. Today it is worth 420 crores, with 175 outlets and in 175 cities. It is India's biggest domestic brand for burgers competing with big well established brands. The concept of burger Singh is to provide affordable burgers in India. Almost 90% of the stores are profitable and with high quality Indian Feel.
The market of food is a difficult place and high risk business, it takes a lot of credibility to make a place where the world already proved their capacity. The burger Singh strategies to enhance and make a place in the Indian market is truly an inspirational story.
Important marketing Strategies of Burger Singh.
*Distribution of burgers to a perfect franchise model and burger singh only has 30% outlet and rest all are Franchise. *They focused on Burger quality and preparation of burgers in an Indian way to attract customers.
- *The major focus of selling burgers mostly in tier 2 and 3 cities with
Affordable prices with 39 rupees and size better than many burgers with special offers.
*Focused specifically on Desi Indian flavours with authentic Indian names like Bihari Gosht, Veg pandey burger, lucknowi burger, punjabi style burgers. These names are well-known Indian names.
Most of the franchises are given to normal people who are enthusiastic about the food business and have work experience. Not to the person who has only money. Passion over business is the major strategy for such a large scale burger company to be formed. The Desi burger which shook the big brands with just indianness.
