Slurrp Exclusive Interview: Meet Kabir Singh, The Man Who Brought The Trend Of Desi Burgers.
Kabir Jeet Singh is here to satisfy you with the most demanding product. Having studied through two master’s degrees, Kabir has expertise in determining places, managing supply chains and launching operations down to the last mile. Since studying, Kabir has been fascinated with flavours and making burgers. He brings the tastes from across India to Burger Singh and changes stoic Western staples to quintessentially Indian savours. In 2014 he founded Burger Singh and had been taking the brand through a 600% YoY growth trajectory. Kabir’s vision is to spread Indian flavours worldwide.
No one can choose when inspiration strikes, and more often than not, business ideas spawn during routine daily tasks in life, and the story of how Burger Singh came to be is no different. I worked part-time at a burger joint while studying in the UK. At the end of the shift, free burgers were one of the job's perks, but I got bored of eating the same burgers every day, which eventually led me to start experimenting by mixing some Indian spices with the patties. These modified Burgers with Indian flavours became an instant hit with my colleagues, and they started calling me 'Burger Singh'. That was my Eureka moment, and there was no looking back after that moment. After that, I came to India, did thorough R&D, understood consumer demands, and launched Burger Singh with a team that shared my vision of creating India's largest Quick Service Restaurant (QSR) chain. There are three things Indians love in food: Great flavours, vegetarian options, and affordable prices. So we have taken India's favourite flavours and fused them with the world's favourite fast food product: the burger!
What's your next step for Burger Singh?
We've recently crossed the 60+ outlets milestones and witnessed a 193 % growth from last year. For Burger Singh, the next step would be to make the Burger Singh Experience available in tier 2 & 3 cities. There is immense potential in these cities, as outlined by an Associated Chambers of Commerce and Industry of India (Assocham) report that found that the annual spending of middle-class households on fast-food restaurants in India's Tier-II and III cities has grown by 108% in the last two years (From Rs 2,500 to Rs 5,200). As a result, we plan to add 80 more outlets by the end of FY-2022, taking the total count to 130.
Spending months on end, they are coming up with the first menu. Standing outside the first outlet all day and working from a standing table because we couldn’t afford an office, delivering orders late in the night when delivery boys wouldn’t show up. The second outlet, the third outlet. The moments that define a journey are all as valuable as the other, and it would be impossible to pick one.
We're constantly searching for quirky ideas for our burgers and side dishes. In the QSR industry, it's all about food innovation and fusion. We have recently added Tandoori Paneer & Amritsari Murgh Makhani burgers to the menu and have received excellent reviews from our customers. We are in plans to develop:
I looked for people with specific skills that I didn't possess to build the team. Also, building a successful team isn't just about finding a group of people with the right mix of professional skills; it is also a question of who I trust! So, I have known my co-founder Nitin Rana since I was 13 years old. The same is the case with Rahul Seth (Co-founder) - I have known him for more than 15 years now. Being organised with an analytical mindset, he took over the responsibilities of anything data and everything marketing. Sanchit Mehta ( VP-finance) has been with me since working at a beer cafe in 2013. He heads our HR and finance teams. In addition, Ayush Kumar (Head of Supply chain and operations) has been with us since 2017. These four people comprise our core team and are supported by the rest of the Burger Singh team. From the very beginning, We all were very well aware of each other's strengths and specialisations. Like puzzle pieces falling into place, the core team took ownership of different verticals, and since then, we have worked together, amplifying each other's output.
Entrepreneurship is all about learning. We learn lessons from different aspects of life, like failures, success, and competition. Three significant pieces of knowledge that I would share with my fellow entrepreneur partners are: