Burger Singh Made in India Akshat Jain.pptx

Burger Singh is a pioneering Indian fast-food chain that integrates traditional Indian flavours into Western-style burgers. This fusion approach has distinguished it from international competitors.
Burger Singh is first of its kind fast-food chain which has given an Indian twist to the firangi burger.

1. Gurgaon INTRO Burger Singh is a pioneering Indian fast-food chain that integrates traditional Indian flavours into Western- style burgers. This fusion approach has distinguished it from international competitors. KABIR JEET SINGH Nitin Raina -Founder - Founder Burger Singh is first of its kind fast- food chain which has given an Indian twist to the firangi burger. Burger Singh was founded in November 2014. The first Burger Singh restaurant opened at Suncity Business Towers in Gurgaon . Within a year, two more outlets popped up in Gurgaon. From there, the brand expanded its presence to Delhi, NCR, and eventually to North and West India.

2. Business Model : Operates on a franchise model, with a focus on adapting Western fast food to Indian tastes through localized recipes. Burger Singh operates a hybrid model with 70% franchise-owned stores and 30% company- owned. It has four different forms of outlets. Express | Food Court | Dine- In | Drive- Thru Menu Offerings ( Signature Burgers) Chotu Singh (spicy, small- sized burger), Churmur Pandey (flavoured patty) Veg United States of Punjab (vegetarian option with a twist). Target Audience : Indian consumers seeking a blend of local flavors with fast- food convenience. Young professionals and families looking for affordable, innovative dining options. OVERVIEW

3. SWOT ANALYSIS STRENGTH - Unique Indian- Western Fusion Menu: Differentiates with local flavors and innovative recipes. - Strong Brand Identity: Known for creativity and cultural resonance. - Strategic Locations: Presence in major urban centers and high-traffic OPPORTUNITIES - Market Expansion: Potential for growth in new domestic and international markets. - Menu Diversification: Opportunity to introduce health- conscious and vegan options. - Delivery and Online Ordering: Enhance digital presence and partnerships with delivery services. WEAKNESS -Limited Geographic Presence: Presence mainly in select cities; broader expansion needed -Dependence on Indian Market Trends: Vulnerable to shifts in local tastes and preferences. -Higher Prices: Pricing may be a barrier compared to local fast- food options. THREATS - Intense Competition: From established brands like McDonald's and KFCNew Entrants - Emerging competitors in the fast- food market.Changing Consumer Preferences - Shift towards healthier and more sustainable food choices.

4. Unique Menu Items- Chotu Singh : Spicy, small- sized burger popular for its distinctive flavor. Churmur Pandey : Known for its flavorful patty and unique taste. Veg United States of Punjab : A vegetarian option with an Indian twist. Customer Favorites : Highlight top-selling items and stomer reviews. Branding and Marketing Strategies- Indianized Concept : Emphasis on local flavors and cultural appeal. Social Media and Influencers : Effective use of digital marketing and collaborations. Customer Loyalty Programs- Rewards Programs : Details of any discount cards, app-based rewards, or loyalty points. STRENGTHS

5. WEAKNESS Limited Geographic Reach Regional focus in specific areas of India. Missed opportunities in larger, untapped markets. Competition from Established Players Competing with well- known, globally established brands. Challenges in building brand recognition and customer loyalty. Health Concerns and Changing Consumer Preferences Growing demand for healthier food options. Need to adapt menu offerings to meet evolving consumer preferences. Supply Chain Challenges Ensuring consistent ingredient quality and availability. Pricing and profitability affected by cost fluctuations.

6. Market Expansion : New Markets : Analysis of potential new domestic cities and international locations. Success Stories : Examples of successful expansions or new store openings. Menu Development : Health- Conscious Options : Overview of the process for creating new, health- oriented menu items. Limited- Time Offers : Examples of recent or upcoming promotions. Delivery Partnerships : Current Partnerships : List of existing delivery platforms (e.g., Swiggy, Zomato). Future Plans : Strategies for enhancing online ordering and delivery OPPORTUNITIES

7. Intense Competition: The presence of established brands like Burger King, McDonald's, and KFC in the Indian market poses a significant threat. New Entrants: As you mentioned, new competitors entering the market, like the one at Botanical Garden metro station, can attract customers away from Burger Singh. Changing Consumer Preferences : Shifts in consumer preferences towards healthier or vegan options could impact Burger Singh's sales if they don't adapt their menu. Supply Chain Disruptions: Disruptions in supply chains can affect the availability of ingredients, impacting menu offerings and sales. Negative Reviews And Reputation : Poor customer experiences or negative reviews can harm Burger Singh's reputation and deter customers. THREATS

8. Burger Singh has carved out a niche for itself in the fast- food industry, particularly with its metro station outlets. Operational Challenges Light Issues: Inadequate lighting at many metro station outlets affects both customer experience and staff efficiency. Digital Menu Reader (DMR) Issues: Frequent problems with DMR systems hinder quick service in metro environments. Order and Pick-up Times: Each order has two timestamps—order time and pick- up time. The expectation is that food should be ready by the pick- up time, but delays have been reported, which is not acceptable to customers. Food Assembly Process: Centralized packing at a warehouse in Sonipat before assembly at outlets complicates the operation. SURVEY

9. Product and Customer Base: Best- selling Product: The most popular item on the menu is the Singh burger. - Target Audience: The primary customer base is young adults aged 18-30 years. Special Drink: A unique drink called "Pink Gulabo" is available, which is more renowned for its taste than its name. Fixed Menu: The menu is fixed, offering no daily changes or customization. Competitor Analysis: Biggest Competitor: Jumbo King is the closest competitor, often located near Burger Singh outlets, especially in metro stations. Jumbo King offers daily promotions, which attract customers. Employee Earnings: On average, employees at the outlet earn around 50,000 INR monthly. SURVEY

10. Based on the data and analysis presented, it is clear that Burger Singh has experienced significant growth in sales, while Burger King has faced a decline in demand. This shift can be attributed to several factors, including: Product differentiation: Burger Singh may have successfully differentiated itself through unique menu offerings, superior taste, or innovative marketing campaigns. Customer experience: Factors such as faster service, cleaner dining areas, or more attentive staff could have contributed to Burger Singh's popularity. Brand perception: Burger Singh may have cultivated a stronger brand image or better connected with its target audience. Market trends: Changing consumer preferences, economic conditions, or competitive landscape may have impacted the performance of both chains. To sustain its growth, Burger Singh should continue to focus on: Product innovation: Introducing new menu items or limited time offers to maintain customer interest. Customer satisfaction: Prioritizing excellent service and a positive dining experience. Brand building: Strengthening the brand's identity and reputation. Competitive analysis: Monitoring market trends and adapting strategies to stay ahead of competitors. By addressing these areas, Burger Singh can solidify its position as a leading player in the fast-food industry and capitalize on the growing demand for its products. CONCLUSION

11. Source: “Burger Singh: India’s First Indian Burger Chain.” Economic Times, accessed September 2024. Source: “Burger Singh: Revolutionizing Indian Fast Food.” Live Mint, accessed September 2024. Source: “Burger Singh Financial Overview FY 23.” Business Today, accessed September 2024. Source: “Funding and Valuation of Burger Singh.” Live Mint, accessed September 2024. Source: “SWOT Analysis of Burger Singh.” Forbes India, accessed September 2024. Source: “Competitive Analysis in the Fast Food Industry.” Economic Times, accessed September 2024. Source: “Burger Singh Menu and Customer Feedback.” Zomato, accessed September 2024. Source: “Innovative Menu Items and Customer Reviews.” Tripadvisor, accessed September 2024. Source: “Current Trends in Fast Food Industry.” Business Insider India, accessed September 2024. Source: “Impact of Competition on Fast Food Chains.” Mint, accessed September 2024. SOURCE

12. THANK YOU PRESENTATION BY AKSHAT JAIN