Home-grown burger chain Burgrill is gearing up for its next growth phase with a North India densification strategy, a sharper focus on company-owned outlets, and a targeted fundraise. With demand rising across metros and emerging markets such as Jammu & Kashmir and Himachal Pradesh, the brand sees strong headroom for controlled, profitable expansion.
Burgrill, the Chandigarh-born burger brand founded in 2016, is preparing to shift gears as it eyes faster yet disciplined expansion across India. Shreh Madan, co-Founder of the QSR burger chain, said the company is now focused on strengthening its corporate-owned outlet footprint even as it retains its flexible franchise model. He noted that the brand, which is currently at 67 operational outlets, has built its presence largely across North India with select locations in the West and South, and now seeks to consolidate its dominance in the northern market before scaling wider.
Madan explained that Burgrill has built its identity around fresh grilled proteins and healthier formats. “Our tagline says it all—OGs of grilled burgers,” he said, adding that unlike assembly-line formats used by multinational and local rivals, Burgrill grills its proteins fresh, which results in a distinct flavour profile. He pointed out that the brand has reimagined burger formats with brown buns, spinach tortillas, and an expanded line of grilled salads, a segment that contributes significantly to revenue. “Freshly grilled protein tastes very different, and that is the experience we aim to deliver,” he said.
Burgrill operates on a central procurement structure with 65% of its product range developed to proprietary specifications. Madan said ingredients such as sauces and seasonings are manufactured exclusively for the brand, supplied to its warehouses and shipped to outlets across cities.
The brand, which was self-funded through its journey and “EBITDA positive from day one,” has grown through a mix of CO-CO (company-owned-company-operated) and FO-CO (franchisee-owned-company-operated) outlets, with 22 stores owned by the company and 45 franchised. Madan confirmed that Burgrill is now preparing to raise around USD3 million (approximately Rs 20 crore) by the end of FY26-27 to accelerate COCO expansion and selectively buy back some franchise-operated outlets. He said the company is currently preparing its books, documentation and growth vision to place the brand in the market by March 2025.
The immediate priority is to densify North India market, particularly in markets the brand sees as high-potential like Jammu & Kashmir and Himachal Pradesh.
By the end of this financial year, Burgrill expects to reach 85 outlets, and cross the 100-store mark the following year.
To keep its predominantly Gen Z and millennial audience engaged, Burgrill frequently experiments with new formats and flavour profiles. Madan pointed to collaborations such as the Butter Chicken and Butter Paneer burgers created with chef Saransh Goila, and highlighted Burgrill’s early foray into plant-based burgers four years ago. Salads and healthier options continue to be a major draw among customers seeking indulgence without guilt, he said.
The brand is also designing formats suitable for diverse locations, including malls, high streets, colleges, highways, dine-in spaces and takeaway modules. With delivery contributing around 60% of revenue and a stronger demand for vegetarian products in North India market, Madan said Burgrill has leaned into vegetarian innovation, a segment in which most burger chains experiment far less.
