The Burger Singh parent company fires a salvo of 17 Bowl Hub outlets on day one. It seeks to triple the count to 50 in the next two years.
The parent company of the most popular Burger Singh brand, Tipping Mr Pink Pvt. Ltd. has launched its first cloud kitchen QSR – Bowl Hub. And, it is opening not one but 17 outlets simultaneously across Delhi, Gurgaon and Noida. This new star – Bowl Hub – thus becomes one of the first single-serve-bowl-meal brands in the region, and will serve both urban millennials and office goers, who are looking for an everyday, quick and convenient, single-serving at everyday price points.
A visibly jubilant Kabir Jeet Singh – the founder of Tipping Mr Pink, shares, “For the last few months, we had been incubating the brand out of some of our existing cloud kitchens under a different project name. This was to validate our recipes, our taste, the customer expectations and also to measure the unit-level economics that would work for us in the long run. Once we were confident of the product, the Tipping Mr Pink team has the ability to scale things up aggressively in no time.”
Why does it make sense to launch and expand Bowl Hub now?
The growth of cloud kitchens and the online food delivery business in India is part of a mega-trend that combines on-demand and sharing economies. This will have ramifications not only on food retail, food producers and restaurants, but also the property and home appliance markets.
In 2018, Frost & Sullivan had estimated the online food delivery industry to be at $82 billion in terms of gross revenue bookings, and this is set to more than double to $200 billion by 2025, backed by a cumulative growth rate of 14%. Keeping a firm eye on acquiring a larger piece of this pie, Tipping Mr Pink has also recently raised an undisclosed amount of funding from several marquee investors. The company now plans to aggressively increase the footprint of both its brands, Burger Singh and Bowl Hub, in the coming few years.
So what exactly will the new brand – Bowl Hub – offer?
Bowl Hub will be a most loved cloud kitchen QSR chain that will offer a menu consists mainly of rice bowls with an interesting North India, Mughlai, Thai gravy and biryanis mixes. The menu will also include all the traditional favorites – dal makhani, rajma, and butter chicken gravy, besides new-fashioned Thai curries, basil cream chicken and chicken korma. The Bowl Hub menu has been curated keeping in mind the lunch and dinner time meal tastes and preferences of its target audience.
About Burger Singh
Burger Singh is a chain of homegrown ‘desi’ flavoured burgers in the QSR and cloud kitchen format in India. Known for Indianizing the burger, the brand has invented a unique variety of vegetarian & non vegetarian hits like the Keema Pao & Pao Bhaji Burger, the Jattputt Chicken Burger, the Amritsari Murgh Makhani Burger, the Udta Punjab Burger, the Bunty Pappeh Da Aloo Burger and the United States of Punjab Burgers, amongst others on its quite extensive menu.
It has 20 restaurants based in Delhi-NCR and five more spread across Nagpur, Pune, Dehradun (2), and Jaipur. Burger Singh also has an international presence through the franchisee route and has reportedly opened four outlets in the last 12 months in London – the latest format being a food truck set-up at the Excel Exhibition Centre, London.
Burger Singh claims to have served 18.6 million people through this network. The founder Kabir Jeet Singh worked at Beer Cafe for a couple of years before opening the first Burger Singh outlet in November 2014 at Golf Course Road, Gurugram.
About the Burger Singh brand Kabir had earlier shared that “our goal is to have 100 operational restaurants by the end of 2022. This will be a mix of company-owned and franchise-owned restaurants.”