Jumboking is already the largest homegrown Burger Chain in terms of store count with 185+ stores. Jumboking’s policy of going deeper into fewer markets seems to be paying good dividends for the brand.
“While Mumbai is a market of at least 250 stores, Delhi will accommodate upto 300 stores for us. We are looking to grow an inch wide and a mile deep as part of our expansion plans, “confirms Dheeraj Gupta, Founder and MD.
The company has set a national expansion plan on its radar for 2025 and will ramp up its presence from 5 to 12 cities in 2025. “We are present in 5 cities namely Mumbai, Delhi, Hyderabad, Bangalore and Pune. These 5 cities are a market of 700-800 stores for us. In 2025 we will keep adding 12-24 stores in each of these cities. We aim to dominate our category -which is burgers- in the cities we operate in.
We have invested significantly in recruiting the right team, ramping up our internal systems and processes and are now ready to foray into a total of 12 cities this year. In addition to where the brand is already present, we will expand to Chennai, Ahmedabad, Indore, Jaipur, Chandigarh, Lucknow and Kolkata,” said Dheeraj Gupta, MD of Jumboking.
The company believes that it is better to get to the 1000 store mark by being in 12 cities, rather than spreading thin to 200 cities in the country. The economies of scale in terms of Supply Chain and marketing are important in the QSR business.
Jumboking is looking at high footfall transit hubs by partnering with local entrepreneurs to expand its franchise network. In the latter half of 2024, in addition to its pure takeaway models, the brand perfected a new model with minimal seating which has tremendous potential.
Overall, on the expansion front, the brands focus remains
- Franchise success first
- Doubling systemwide sales every 2-3 years over the next 5-6 years
The key contributors to revenue growth in 2025 are expected to be
- New Store Openings: With 50 new stores planned for the calendar year, additional revenue streams from high-traffic locations will be significant.
- Online Sales: The company is targeting a 30% increase in online orders, which currently contribute approximately 20% of its total revenue.
- Enhancing Same-Store Sales Growth (SSSG): This will be to the tune of 7-10% growth by introducing menu innovations, leveraging technology to drive personalized customer experiences and conducting localized marketing campaigns to boost footfall.
- Expanding to Dubai and Singapore metro systems towards Q4: “We have been receiving queries for a while now, chiefly from Dubai and SEAsia,” confirms Dheeraj Gupta, Founder of Jumboking. “We have developed significant expertise in catering to the needs of metro travellers in India. We believe that we can add significant value to similar customers in Dubai and SE Asian markets as well.”
In 2023, Jumboking rolled out its loyalty program (JK Burger Rewards) which already has the highest redemption rate in the QSR industry. This allows the brand to enter new markets on the front foot. Operationally, the loyalty program sits on the easy-to-navigate JK mobile app, which is being ramped up to empower customers to track new offers and redeem rewards. Further, the JK University, which was set up during COVID, is at the core of the brand’s service delivery. It is a service enabler for the franchisees, where the company offers advanced training modules on operations, marketing, and customer engagement and provides data-driven insights to help franchisees optimize their businesses. Regular activities like menu innovation, strengthening brand identity and making incremental improvements in operations will enhance the customers engagement with the
