Image Source: BW Retail World
The Burger Company, a leading player in India’s casual burger scene, has made waves by unveiling its innovative micro-QSR franchise format called TBC PICO. Targeting first-time entrepreneurs, small-space owners, and professionals, the PICO model is engineered for ultra-low capital investment, rapid returns, and scalable operations in the fast-growing quick service restaurant (QSR) market. If successful, this shift could redefine franchise accessibility and operational agility across India’s food and beverage sector.
Key Highlights of the PICO Micro-QSR Model
TBC PICO requires an all-inclusive initial investment of Rs 7.89 lakh plus taxes, making it one of the most affordable franchise entry points in QSR.
Each outlet can operate in a compact space of just 80-100 sq ft, suitable for malls, food courts, transit hubs, street-side kiosks, and corporate parks.
The company aims to open 500 PICO outlets pan-India in the next three years, with allocation strictly on a first-come, first-serve basis.
Franchisees receive a turnkey package: franchise fee, kitchen machinery, billing software, branding, interior fit-outs, launch marketing, training, and opening day inventory—no hidden costs.
Monthly revenues are projected at Rs 3-4 lakh, with break-even expected in 8-12 months thanks to efficient service and low fixed overheads.
How PICO Addresses Industry and Consumer Needs
The QSR market in India is expanding annually by approximately 20 per cent, with micro-QSR formats expected to constitute a quarter of all new QSR openings by 2030. PICO is uniquely positioned to address rising real estate costs, shifting consumer preferences toward grab-and-go dining, and demand for shorter order fulfillment times.
The menu is strategically optimized through POS data analysis, focusing on popular, high-margin items. Average order fulfillment is reduced to 4-5 minutes, inventory is trimmed by 40 per cent, and ingredient cross-utilization is maximized—driving profitability per square foot.
Controlled Localization and Brand Consistency
PICO supports a controlled localization business framework: 10-15 per cent of the menu can adapt to regional flavors, while 85-90 per cent remains standardized to ensure unified branding and supply chain reliability. This balance enhances appeal in diverse markets while consolidating operational efficiency.
Optimized Delivery and Revenue Streams
Deliveries from PICO outlets are managed by major food aggregators like Swiggy and Zomato, aligning with contemporary online ordering trends. The Burger Company currently draws 60 per cent of its revenue from dine-in (take-away and dine-in formats) and 40 per cent from online orders, with plans for PICO outlets to capitalize on high-footfall and digital-first consumption.
Expansion and Entrepreneurial Impact
Apart from the micro-QSR format, The Burger Company operates take-away outlets (150-200 sq ft, Rs 20-40 lakh investment, two-year break-even) and larger dine-in venues (800-1,000 sq ft, similar investment profile). The brand closed last fiscal at Rs 55 crore revenue, aiming for Rs 75 crore this year.
PICO’s affordable, rapid-launch model breaks traditional capital barriers and democratizes access to franchise ownership. It targets local entrepreneurs in Tier II cities, professionals seeking additional income, and food business aspirants, thereby nurturing a new generation of restaurant owners.
Looking Ahead
The PICO model is a strategic response to evolving real estate dynamics and consumer behavior. As the QSR industry continues to mature, micro-QSR formats like TBC PICO are expected to play a disruptive role, balancing expansion, profitability, and local market preferences while retaining brand integrity.
Sources: Economic Times Retail, BW Retail World, Restaurant India, LinkedIn
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