Bored of eating similar burgers every day while part-time working at a burger joint during his university days in the United Kingdom, Kabir Jeet Singh, the CEO, and founder of India’s popular burger chain ‘Burger Singh’, experimented with the patties by adding Indian spices to them, which became an instant hit among his friends.
“The boredom of eating the same burgers every day drove me to experiment by adding Indian spices to the patties, which proved an immediate hit with my friends, who got me the title “Burger Singh,” Kabir Jeet Singh explained to Livemint. This was also my Eureka moment, which gave rise to the idea of a burger franchise catering to Indian tastes.”
When he returned to India, he performed extensive research, analyzed customer preferences, and assembled a team that shared my ambition of becoming India’s greatest domestic QSR chain.
Burger Singh’s aim was on producing amazing flavours, provide vegetarian alternatives, and keep costs reasonable – three things that Indians value in their meals.
“As a result, we combined India’s favourite flavours with the world’s favourite fast food item, the burger.” Burger Singh also fills a market void left by international businesses catering to an Indian clientele with flavours new to them,” Singh explained.
The CEO of Burger Singh had the most difficult challenge: creating a brand that would leave a lasting impression on consumers and encourage repeat purchases.
However, completing this task on a limited budget proved difficult, which the homegrown food outlet overcame through out-of-the-box and quirky branding and marketing strategies, he added.
By producing burgers with an Indian twist that caters to the Indian palate, the Indian burger restaurant competes with worldwide fast-food heavyweights.
We have introduced a variety of vegetarian and non-vegetarian burgers with Indian flavours over the years, such as Chicken United States of Punjab, which includes a chicken tikka patty, Amritsari Murgh Makhani, which includes a delectable makhani sauce paired alongside a cheesy spread, and Udta Punjab 2.0, which includes a cheesy-filled patty.
He said that they were able to open a 100% veg restaurant in Gujarat, catering to local audiences in a way that other chains were unable to achieve.
Burger Singh is broadening its reach to tier 2 and tier 3 cities as a part of its national expansion plan, following a successful stay in tier 1 cities. They have recently swiftly grown in these locations, establishing the food chain’s existence in 14 states and 56 cities.