Battle of the Burgers: Competitive Location Strategies of Top Burger chains in India

The burger market in India has undergone a significant transformation in the last few years, driven by both international giants and emerging Indian brands. This article explores the top burger brands in India and delves into their unique location strategies and growth trajectories.

Market Leaders and Their Expansion Tactics

McDonald’s (McD) and Burger King dominate the Indian burger scene, with McD leading with 601 stores and Burger King following closely with 450 stores. Their expansion strategies, however, present interesting contrasts.

Burger King’s Northern Dominance and Tier 2/3 Strategy

Over the last four years, Burger King has aggressively expanded, particularly in Northern India, now boasting 20% more locations than McD in this region. Their strategic focus on Tier 2 and 3 cities has been pivotal, with these cities accounting for 44% of their stores, a significant increase from 30% four years ago. This aggressive push has allowed Burger King to close the gap with McD, which has a 36% presence in Tier 2 and 3 cities, up from 27%.

McDonald’s Steady Expansion

While McD has also increased its presence in smaller cities, its growth has been more measured compared to Burger King. McD’s focus remains on maintaining a stronghold in Tier 1 cities while gradually enhancing its footprint in emerging urban areas. McD has a notably stronger presence in Western and Southern India, particularly in the Mumbai Metropolitan area. Here, McD operates 105 locations compared to Burger King’s 53, showcasing its dominance in this key urban market.

Emerging Indian Burger Brands: A Diverse Approach

Several Indian burger brands have emerged strongly post-COVID, although they still trail the market leaders in terms of store count. Notable names include Burger Singh with 111 stores, Jumbo King with 123 stores, and Biggies Burger with 102 stores. These brands, along with others like The Burger Company, Wat a Burger, Good Flippin Burgers, Burger Man, and Burger Club, are employing varied expansion strategies.

Regional Penetration and Gradual Expansion

Most Indian brands initially focus on saturating specific regions before branching out. For instance:

• Burger Singh, starting in Delhi NCR, now is quickly expanding into Tier 2 and 3 cities across Northern India, and more recently, into Western and Eastern India.
• Biggies Burger, with origins in Bhubaneshwar and Bangalore, has been expanding aggressively across Tier 2/3 cities nationwide, with notable presence in Tier 1 cities like Bangalore and Pune.
• Jumbo King has established a stronghold in the Mumbai Metropolitan area and now expanding in Delhi NCR, Hyderabad, and Pune.
• Good Flippin Burgers initially focussed on Mumbai and Delhi NCR and is now moving into Bangalore and Pune.

Proximity and Competition Analysis

In the retail sector, brands often find themselves in close proximity to competitors, which can be both advantageous and challenging. Co-locating can attract more customers to an area, creating a food hub, but it also intensifies competition.

• Proximity Statistics: McD and Burger King share almost half of their locations. Almost 41% of McD’s locations and 51% of Burger King’s are present within a 1 km radius of each other
• Unique Strategy of Biggies Burger: Notably, Biggies Burger has 54% of its locations with no direct competition within a 1 km radius, indicating a strategic choice to capture untapped markets.

Mall vs. Standalone High Streets

When examining the types of locations these brands target, especially between malls and standalone high streets, some interesting insights emerge:

• Mall Locations: International brands like McD and Burger King have a significant share of their locations in malls. For instance, 40% of Burger King’s locations are in malls, with an even higher concentration (60%) in cities like Hyderabad. In contrast, mid and small-sized brands have a much lower mall presence, ranging from 5-15%. Good Flippin Burgers, for example, has only 2 of its 40 locations inside a mall. This disparity can be attributed to high mall rentals being more affordable for popular brands and mall leasing teams preferring larger, proven brands.

• Tier 2/3 Cities: The share of mall locations is higher in Tier 2/3 cities compared to Tier 1 cities. Brands opt for a greater share of shopping mall stores in smaller cities because foot traffic is more concentrated in major malls, and the relationship with landlords as well as control over the surrounding and next-door neighbors is better in malls.

Conclusion: The Future of Burger Brands in India

The burger market in India is vibrant and rapidly evolving. International giants like McD and Burger King continue to expand, leveraging both their brand equity and strategic location choices. Meanwhile, Indian brands are innovating with regional penetration and gradual national expansion.

The comparative under-penetration of burger brands in Tier 2 and 3 cities, as opposed to pizza chains which have 47-65% of their stores in these areas, highlights a significant growth opportunity. As Indian cities continue to develop, the burger market is poised for further expansion, offering fertile ground for both established and emerging players.

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This first appeared on Spatic's blog section over here.