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The Burger Company
The Burger Company, one of India's fastest-growing burger brands, has announced adopting TBC PICO, the proven micro-QSR franchise format that is transforming the food entrepreneurship landscape.
With an all-inclusive investment of just ₹7.89 lakhs + taxes and a compact 80-100 sq ft operational footprint, PICO represents the most accessible entry point into India's booming quick-service restaurant sector.
By adopting PICO, the Gurgaon-based Food and Beverage company wants to address a critical market gap by offering a complete franchise solution at 60-80% lower investment than traditional QSR models.
About the founder
Neelam Singh, the founder and CEO at The Burger Company, is an MBA who started the business in 2018 to delight passionate American cuisine lovers with a variety of burgers of unique and varied flavours that every Indian can relate to.
She said, "We recognised the immense potential of the PICO format and how it addresses what's been holding back food entrepreneurship in India, namely the massive capital barrier. By adopting this innovative micro-QSR model, we're able to put the power of our established, profitable burger business into the hands of every ambitious Indian, whether they're a techie in Bangalore dreaming of their own venture or a small-town entrepreneur ready to bring good quality burgers to their community."
About the new model
The comprehensive package includes franchise fee, complete kitchen machinery, billing system and software, eye-catching branding and fit-outs, initial launch marketing, and Training & opening day stock that will enable franchisees to begin operations from day one with no hidden costs.
Unlike conventional downsized outlets, PICO features a strategically optimised menu based on historical POS data analysis.
The power-packed menu includes the food startup’s best-selling veg and chicken burgers, signature fries, loaded sandwiches, momos, and beverages; all prepared for a 4-5 minute average order fulfilment time.
This SKU optimisation reduces ingredient inventory by approximately 40% while increasing cross-utilisation and maximising revenue per square foot.
With projected returns of 8-12 months and a projected monthly revenue of ₹3-4 lakhs, PICO is designed for diverse entrepreneur segments.
The format particularly appeals to first-time entrepreneurs seeking low-risk entry into the food business, working professionals looking for sustainable side income, small space owners in high-footfall areas, and cloud kitchen or kiosk operators wanting established brand power.
The adoption comes at an opportune time as India's QSR market grows at approximately 20% CAGR, with micro-QSR formats expected to account for 25-30% of new QSR openings by 2030.
Rising real estate costs and evolving consumer preferences for grab-and-go dining are driving demand for compact, efficient formats that leverage digital ordering and delivery platforms.
Neelam Singh’s company ensures franchise sustainability through continuous support across four critical areas.
The comprehensive support ecosystem includes ongoing operational assistance with regular quality audits and performance optimisation, marketing support through digital and local campaign assistance, continuous training with staff development and best practices sharing, and robust supply chain management ensuring consistency in taste and cost control.
The brand will also implement a controlled localisation framework, allowing 10-15% menu adaptation based on regional preferences while maintaining 85-90% standardisation for brand consistency and supply chain efficiency.
The Burger Company is now aspiring to set 500 PICO outlets across India within the next three years, with franchise allocation following a strictly first-come, first-served basis. The format is available pan-India, targeting high-footfall locations including malls, food courts, transit hubs, corporate parks, and street-side locations.
It is one of India's fastest-growing burger brands, known for delivering premium-quality burgers and quick-service excellence
With a mission to democratize access to premium-quality burgers while building a scalable franchise ecosystem, TBC has established itself as a trusted name in India's competitive QSR landscape.