Aug 28, 2025
The Burger Company launches India's first 'PICO' franchise model, aiming for 500 compact, low-footprint stores to accelerate expansion across cities.
The Burger Company has unveiled an innovative solution for expanding its presence in India’s competitive quick-service restaurant (QSR) market. Introducing the "pico" franchise model - an ultra-compact store format - the brand aims to adapt to India’s unique challenges of limited space and affordability while catering to the growing demand for takeaways and deliveries.
What Is The ‘PICO’ Model?
The pico format is designed as a small-footprint store that focuses on quick service, takeaways, and food delivery rather than traditional dine-in experiences. By requiring less rental space, fewer staff, and reduced setup time, this model offers a practical approach to rapid expansion. For a market like India, where real estate costs and space constraints pose significant challenges to businesses, the pico model promises to be a game-changer.
The Burger Company envisions deploying these compact outlets in high-traffic areas such as food courts, tech parks, high streets, and even petrol pump hubs. This strategy aligns with India’s shifting consumer habits, which favor convenience, affordability, and fast service.
Ambitious Plans for Expansion
The Burger Company has set a bold target of establishing 500 franchise outlets across India, relying heavily on the cost-effective and scalable pico format to achieve this milestone. Lower rental costs and reduced initial investment make it easier for franchisees to enter the market and achieve quicker break-even points. This model also allows the brand to reach Tier II and III cities, where larger restaurant setups may not be financially viable.
Benefits for Consumers and Franchise Partners
Customers visiting pico outlets can expect the same core burger offerings The Burger Company is known for, delivered with a focus on speed and affordability. The compact format also complements the growing dominance of food delivery apps in urban and semi-urban areas, ensuring quicker service for those on the go.
Franchise partners stand to benefit from a simplified operations model that requires fewer team members and a smaller capital investment. Additionally, the company offers built-in marketing support to help franchisees meet local demand effectively.
Addressing India’s Evolving QSR Trends
India’s QSR market is rapidly expanding, fueled by rising disposable incomes, an uptick in food delivery adoption, and changing eating habits. The pico format is well-timed to capitalize on these trends by providing a lean, efficient approach to scaling the brand’s footprint across metros and emerging towns.
The Burger Company’s push toward smaller, leaner outlets reflects a broader shift in the restaurant industry, where efficiency and adaptability are becoming critical for growth. If the brand accomplishes its target of 500 franchises, pico outlets could soon become a familiar sight in neighborhoods, transit hubs, and commercial areas across India.
"The pico format plugs into these trends by offering a flexible, cost-efficient way to expand presence across both big cities and emerging towns", the original article noted. With such a promising model, The Burger Company appears poised to make a significant impact on India’s QSR landscape.
