World Burger Day: How ‘Cheesy’ is the Burger Biz in India
World Burger Day: How ‘Cheesy’ is the Burger Biz in India

As we mark International Burger Day today, we’re not just celebrating a sandwich—we’re celebrating creativity, evolution, and the sheer joy of a great, messy, unforgettable bite. What began with mass-market fast food has matured into a more dynamic segment. 

The QSR market in India is USD 27.8 bn, growing at 9.36 per cent CAGR to reach USD 43.5 bn by 2030. Rising food costs and the relentless churn of delivery platforms keep brands constantly adapting. Globally, there's been a clear shift and burger is becoming one of the top loved food item on the menu. From mass-produced patties to chef-driven concepts that emphasize quality ingredients, bold flavors, and texture.

In India, top players include McDonald’s, KFC, Burger King, Burger Singh, and Jumbo King. Homegrown brands like Biggies Burger, Good Flippin’ Burgers, Boss Burger, and Louis Burger are gaining strong traction. Today, brands expect nearly 50% of their revenue to come from a mix of dine-ins and deliveries. The market size is estimated at ₹2,500 crore and continues to grow.

Driving growth on uniqueness
Every brand has their own uniqueness which defines them. They can stand out by creating a flavour which is non-negotiable. “At Boomburger, we’re constantly experimenting. Our vision is to create handheld versions of some of the most beloved dishes in the world. Whether it’s a rich and luxurious French boeuf bourguignon, an Italian mushroom alfredo with truffles, or even the humble South Indian masala dosa,” shared Chef Harsh Garg, Founder and Head Chef at Boomburger. These brands try to keep customers engaged and intrigued with their bold flavours, smart and value for money pricing and convenience.

“We are seeing strong trends toward premiumization, think artisanal ingredients, plant-based and vegan offerings and a greater emphasis on enhancing the customer experience through curated menus and brand storytelling. While this shift reflects evolving consumer preferences, it also presents challenges,” added Shreh Madan, Co-founder, Burgrill.

What’s trending
One of the biggest trends right now is Korean BBQ-inspired creations like gochujang glaze, kimchi slaw, and bulgogi just to name a few. Brands are riding this wave by introducing authentic and innovative Korean-inspired menus that connect with today’s experience-driven, adventurous consumers. It’s not just about food — it’s about serving a slice of pop culture on a plate. With its bold, umami-rich flavors and massive cultural influence powered by K-pop and K-dramas, Korean food has captured hearts (and taste buds) across the world — including India. 

From Wendy’s to Burger King and McDonald’s all riding the K-wave. Commenting on the same, Nishant Kedia, CMO – India, Rebel Foods that runs Wendy’s in India said, “This isn’t just a food launch. It’s a full-blown cultural moment. We’ve brought the K-wave to the Indian table – combining explosive flavors with equally exciting content. From anime-inspired visuals to ASMR mukbangs, the Korean Range is not only a delight to eat, but a vibe to experience. And customers are absolutely loving it.”

Motivated by current trends and the growing popularity of Korean food, Burger King has created a menu that offers more than simply spice; it's a true flavor of Korea. Red chillies, ginger, garlic, and sesame seeds add depth to the multifaceted flavor profile.

“Guests today are looking for new, exciting flavours that push the boundaries of taste. We have seen Korean flavour frenzy across categories and in our internal research too Korean came up as a top consumer flavour preference. With the Korean Spicy Fest, Burger King is delivering an authentic, crave-worthy experience that brings the global Korean flavour trend right to our guests. We’re confident that the combination of premium ingredients like the Brioche bun, bold Korean flavours, and a variety of burgers and snacks will make this an instant favourite of our guests,” pointed Kapil Grover, Chief Marketing & Digital Officer, Burger King India.

Staying Ahead of the Game
Innovation today is happening both in the kitchen and in the way, brands run their business. Most brands are experimenting with flavours to grab consumer attention, but the real game-changer is innovation in formats and models that make the business more agile and scalable.

For eg; Burger Singh has introduced a kiosk format that is compact, efficient, and mobile. It can be set up quickly in any high-footfall location and, if needed, moved to a better spot with minimal hassle, minimizing the location, rental risk down. 

Hence, we can say that with input costs are rising, aggregator commissions on the higher side, and in-consistency across locations, brands that can stay sharp on operations while delivering strong food experiences will come out on top. Hence, brands that prioritize flavor integrity, focused innovation, and cultural awareness are the ones that will earn lasting loyalty.

 

 
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How Cloud Kitchens are Transforming India’s Food Delivery Revolution
How Cloud Kitchens are Transforming India’s Food Delivery Revolution
 

The growth of cloud kitchens in India is being fuelled by the increasing demand for affordable, convenient, and quality food delivered to homes. Additionally, cloud kitchens benefit from lower operational costs since they do not require expensive retail locations or large front-of-house investments.

India's cloud kitchen market is on a remarkable trajectory - projected to hit approximately USD 2.84 billion by 2030, growing at a CAGR of 16.66%. This surge reflects how urbanization, evolving lifestyles, and the demand for convenient food delivery are rewriting the rules of dining.

Prominent companies have established prosperous multi-brand cloud kitchen empires, including Biryani by Kilo, Eat Sure, BOX8, Rebel Foods (Faasos, Behrouz Biryani), and Fresh Menu. In an effort to reach hyperlocal markets, a lot of restaurants are also introducing delivery-only sub-brands, marking 40-50% profits in the space.

The Ongoing Trends
Key trends shaping the cloud kitchen industry includes the adoption of multi-brand models within a single kitchen infrastructure to enhance operational efficiency. There is a notable rise in regional and comfort food delivery brands catering to diverse local tastes. Cloud kitchens are increasingly offering value-oriented options such as combo meals, meal boxes, and affordable single-serve meals.

“Businesses are also engaging in hyper local targeting to meet neighborhood-specific demand. To build stronger brand connections, they are leveraging influencer collaborations and social media engagement. Additionally, some cloud kitchen brands are beginning to explore physical formats like kiosks and food court outlets to provide an omni-channel experience,” added Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks.

Without décor or ambience to soften perception, hygiene becomes your frontline. Mohammed Bhol, Co-Founder and CEO at House of Biryan said, “I’ve found that daily protocols, rigorous training, and real-time audits aren’t just safety nets - they’re confidence builders. When people can’t see your kitchen, they need to feel your standards.”

He mentioned that he has learned the hard way, if it doesn’t arrive right, it doesn’t matter how good it tasted in the kitchen. “We’ve tested every layer: insulation, ventilation, seal integrity. Packaging isn’t a side gig, it's part of the recipe,” added Bhol.

Technology as the Backbone
Cloud kitchens function without a dine-in model, making technology vital at every operational level. From online ordering systems and kitchen display systems (KDS) to inventory and supply chain management, data analytics, smart POS integration, and automated marketing tools—each element plays a crucial role in ensuring seamless and efficient business operations.

Since cloud kitchens operate without a physical storefront, food aggregators serve as their primary digital marketplace. Platforms like Swiggy, Zomato, Zepto Café, Blinkit and Uber Eats offer immediate access to a wide customer base, making them essential for brand reach. They enhance brand discovery and visibility, while also handling delivery logistics—crucial for smooth operations. 

Aggregators also provide performance dashboards with valuable insights into customer behavior, order patterns, and conversion rates, helping brands fine-tune their strategies. Additionally, aggregator-led promotional campaigns and paid placements can significantly boost order volumes and visibility.

The Challenges
Cloud kitchens face several challenges, including high customer acquisition costs driven by intense competition and platform commissions. This can be addressed by building direct digital connections with consumers through channels such as WhatsApp, loyalty programs, and emailers. 

Another challenge is the dependence on delivery platforms for visibility which can be mitigated by investing in off-platform brand-building campaigns, digital content creation, and influencer partnerships.  Agrawal added, “Maintaining consistent quality, hygiene, and delivery standards across various locations is also crucial and this requires strict adherence to standard operating procedures (SOPs) and regular kitchen audits. Lastly, in a cluttered market, it is essential to craft a sharp brand positioning and compelling product proposition to stand out.”

"Finding the right location was one of our key challenges," Aksha Kambhoj, Executive Chairperson of Aspect Hospitality explained by adding that they sought areas with high foot traffic to maximize visibility.

It’s a Profitable Biz

A well-run cloud kitchen isn’t just powered by good food - it runs on strong systems. Industry data shows that a lean, efficient model can hit EBITDA margins of 20–25%, with high-performing outlets pulling in ₹1.5–2 crore annually per location - depending on how well you read the market and build recall.

“High-performing brands have demonstrated the potential to scale even further, reaching ₹70–100 crore in ARR within three to four years, as seen in the case of Big Bowl,” added Agarwal.

While, the future will be focused on AI-powered kitchen operations, and tighter connectivity with fast commerce systems. Cloud kitchens are expected to become a major player in India's F&B industry with major focus on tier-2 and tier-3 cities.
 

 

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How Pop-Up Restaurants are Redefining India’s Culinary Landscape
How Pop-Up Restaurants are Redefining India’s Culinary Landscape
 

Restaurant pop-ups are rapidly gaining momentum in India, not just as a culinary trend but as a strategic business and marketing tool. From experimental kitchens and chef collaborations to best bar takeovers and themed dining concepts, pop-ups are allowing restaurants and hospitality brands to stay agile, relevant, and culturally engaged.

This format offers a unique opportunity to test new ideas, like menus, concepts, or even partnerships without the long-term investment of a full-scale outlet. The trend is fuelled by social media buzz, influencer collaborations, and community platforms. With exclusivity, visual appeal, and time-bound availability, these events tap into FOMO while leveraging digital storytelling to generate viral traction and broader brand visibility. Around 80% of the restaurants in India are doing pop-ups to attract more customers.

What’s pushing the Growth?

Pop-up restaurants bring a fresh experience to a new market for a short span of time. In this type of formats, guests sample the cuisines, setting, service, etc. Pop-up restaurants are also a new way for restaurateurs to test out a product on a new market with a very low investment.

Pop-ups offer immense strategic value to restaurateurs. Ranbir Nagpal, CEO of Yazu Hospitality Pvt. Limited shared, “At KICO, we've seen how a well-executed popup can drive buzz, test new markets, and expand our brand footprint. They allow us to experiment with limited-time menus or collaborative formats without long-term overheads.”

More than just revenue generators, they’re excellent tools for community building and storytelling — particularly when done around cultural moments or niche interests like sneakers and cocktails, which are integral to our brand.

Saket Agarwal, Co-Founder, Manifest Hospitality said, “At Latoyá, we see them as cultural and culinary exchanges, an opportunity to showcase fresh ideas, collaborate with like-minded talent, and bring in footfall that extends beyond regular diners. From a brand perspective, pop-ups help build relevance and community, especially when there’s a strong concept, storytelling, and synergy behind the collaboration.

The Right Clientele

The target audience is typically urban millennials and Gen Z diners, those who are experimental, digitally active, and place a premium on novelty and curated experiences.

Angadh Singh, Co-Founder of Call Me Ten said, “While some events are priced at a premium due to their exclusivity or the involvement of celebrity chefs, others are more accessible to attract volume and footfall. The strategy often depends on the intent, brand building or revenue generation.”

Overcoming Challenges

Challenges typically lie in operational compatibility, from aligning kitchen setups to managing workflows with guest chefs or bar teams. The key is tight pre-planning: understanding their prep and service needs, doing dry runs, and keeping communication crystal clear.

Highlighting his views, Nagpal added, “We’ve learned that keeping the menu tight, using portable equipment, and pre-planning tech and design elements is key. Clear communication, a strong visual identity, and local influencer engagement go a long way in creating impact fast.

“Technology, especially tools that streamline ordering, inventory, and kitchen coordination can really help minimize chaos and maximize output,” pointed Agarwal.

The Business Scenario
A well-executed pop-up with the right audience fit can lead to a significant boost in sales during the event window and a strong halo effect afterward. More importantly, it adds to brand value and recall, which is harder to measure but incredibly important in the long run.

“In terms of business value, popups can lead to 20–30% increase in revenue during activation windows and offer huge intangible value — new customer acquisition, social media traction, and potential partnerships,” highlighted Nagpal.

While Singh added that the long-term value often lies in audience engagement, brand recall, and creating a deeper emotional connect with diners.

The future is quite certain that the trend will increase as pop-ups are no longer a novelty, they are becoming a powerful tool in a restaurant's culinary and cultural playbook.
 

 

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