The Burger Company launches India’s first ‘PICO’ format, plans 500 franchises

The Burger Company, one of India’s fastest-growing burger brands, has introduced a new format called TBC PICO – a micro quick service restaurant (QSR) model that makes starting a food business easier and more affordable.

With an investment of just Rs. 7.89 lakhs + taxes and only 80–100 sq. ft. space required, PICO is designed as the most budget-friendly entry point into India’s booming fast-food industry.

Lower cost, complete package

Unlike traditional QSR outlets that need heavy investment, PICO offers a complete franchise setup at 60–80% lower cost. The package includes franchise fee, full kitchen setup, billing software, branding and interiors, launch marketing, training, and even opening day stock – with no hidden charges.

Why PICO?

Speaking about the launch, Neelam Singh, Founder and CEO of The Burger Company, said:
"Many people in India want to start their own food business, but the high investment cost holds them back. With PICO, we are breaking this barrier. Now anyone – whether a young professional in Bangalore or an entrepreneur in a small town – can run a profitable burger outlet with our proven business model."

Optimized menu for faster service

Unlike smaller versions of regular outlets, PICO comes with a carefully planned menu using data from past sales. It includes best-selling veg and chicken burgers, signature fries, sandwiches, momos, and beverages – all designed to be served within 4–5 minutes. This smart menu reduces ingredient stock by about 40% while increasing profits per square foot.

High returns, quick recovery

PICO is built for different types of entrepreneurs – from first-time business owners to professionals looking for a side income, or even existing kiosk/cloud kitchen operators. Franchise owners can expect:

• Monthly revenue of Rs. 3–4 lakhs
• Investment recovery within 8–12 months

Rising demand for micro-QSRs

India’s QSR market is growing at nearly 20% per year. Experts say micro-QSRs like PICO will make up 25–30% of new outlets by 2030, as rising rents and changing consumer habits push demand for compact, efficient, and delivery-friendly formats.

Strong franchise support

To ensure success, The Burger Company will provide:

• Regular operational support and audits
• Digital and local marketing help
• Ongoing staff training and best practices
• Strong supply chain for consistent taste and cost management

The company will also allow for small regional adjustments (10–15% menu flexibility) while maintaining most of the menu as standardized (85–90%) for operational efficiency.

Ambitious growth target

The Burger Company aims to open 500 PICO outlets across India within three years. Franchise allocation will be on a first-come, first-serve basis. PICO outlets will focus on high-footfall areas like malls, food courts, metro stations, corporate hubs, and busy streets.