In a candid and engaging conversation, Biraja Rout, the CEO of Biggies Burger, shared the journey behind the inception and growth of Biggies Burger, his vision for the brand, and the innovative strategies that have shaped its success. From his early days in the IT sector to becoming a pioneer in the Indian quick-service restaurant (QSR) industry, Biraja’s story is one of passion, determination, and a relentless pursuit of excellence.
His career journey is a fascinating blend of personal experience and entrepreneurial vision. “I never envisioned building Biggies Burger to what it is today,” he began. “It started with solving a common problem. As an electrical engineering graduate working in an IT company, I felt a disconnect between my studies and my job. This led me to explore the food industry, particularly burgers.”
Biraja’s journey began in Orissa, where QSR chains were virtually non-existent. “When I moved to Bangalore at 21, I noticed the lack of QSR options in Orissa. Even in Bangalore, I frequented international chains like KFC, McDonald’s, Pizza Hut, and Domino’s, but none were Indian brands. This highlighted a significant market gap in tier-2 and tier-3 cities, where global products had little presence.”
He identified three primary reasons for venturing into the QSR industry: a desire to transition from his IT profession to a business he enjoyed, a vision to establish an Indian QSR chain, and an opportunity to bridge the gap between metro cities and smaller towns.
“These factors motivated me to bootstrap Biggies Burger with a modest investment of 20,000 rupees, starting with a 5x5 kiosk on the footpath of Electronic City.”
For twelve years, from 2011 to 2023, Biggies Burger evolved steadily, expanding to 100 outlets across India. “Our burgers sold well, and we built a great team. By 2023, we had good revenues on paper,” Biraja recalled. This success laid the foundation for a pivotal shift. “At this juncture, I decided to pivot to Beamer Brands with the aim of building homegrown QSRs for the world.”
Biraja’s ambition for Beamer Brands is to transform India from an operator market to a curator market. “Like Yum! Brands in the US, we are building Beamer Brands in India. Our goal is to create Indian QSR brands that can be global contenders, appointing the right master channel partners in each country to run our brands.”
Innovation is at the core of Biggies Burger’s success. “As an Indian QSR chain, it was crucial to adapt to local tastes,” Biraja explained. “India is the hub of spices, yet our QSR options were dominated by international flavours. We introduced unique products like Chettinadu fries and gunpowder fries, infusing Indian spices into modern food.”
One of their standout innovations is the Beamer burger, a wholly baked burger that uses the fat in the meat for cooking instead of external oil.
On the operational front, scaling without cluttering is a significant challenge. “With our expansion from 100 to 200 outlets, and the addition of another 700 to 1000 staff, automation is crucial. We are focusing on automating kitchens, processes, and recipes to maintain consistency and efficiency.”
“Innovation at the product level has been key to our growth. Our menu reflects a blend of global appeal and local flavours.”
Biraja emphasises that Beamer Brands is as much a tech-oriented company as it is a food brand. “Only 20% of our company’s synergy is in food; the rest goes into standardisation, tech adoption, marketing, development, and business development. This holistic approach ensures that we can scale effectively while maintaining quality.”
Sustainability and community engagement are integral to Beamer Brands’ ethos. “We are committed to creating a positive impact on the communities we serve,” Rout said. “Our growth strategy includes sustainable practices that benefit both our business and the environment.”
Looking to the future, Biraja is optimistic about the industry’s growth. “The QSR industry is growing at a 25-30% compound annual growth rate, and the burger category is gaining significant traction. As India’s largest homegrown burger chain, we are well-positioned to tap into this market.”
Beamer Brands aims to achieve a cumulative revenue of 500 crores within the next two to three financial years. “We plan to set up another 300 outlets, focusing on our stronghold regions in the east and south markets. Biggies and Bigguy’s will contribute 90% to this target, while 50 to 60 crores will come from strategic acquisitions.”
Biraja’s vision extends beyond organic growth. “Building new brands from scratch is challenging, so we are exploring acquisitions of brands that align with our values and can be scaled from a solid base. Our goal is to achieve 500 crores in revenue in the next three years and 1000 crores by 2030.”
Biraja Rout’s journey from an IT professional to the CEO of Biggies Burger and Beamer Brands is a testament to his entrepreneurial spirit and innovative vision. By addressing market gaps, embracing local flavours, and leveraging technology, He has built a brand that stands out in the competitive QSR landscape. With ambitious plans for future growth and a commitment to sustainability and community engagement, Beamer Brands is poised to become a global leader in the QSR industry.
