Our burgers are different; quantity of meat is much higher: Johnny Rockets

Burger chain Johnny Rockets operates in the premium segment - the burgers are bigger, more expensive, and its stores offer an experience. Bakshish Dean, Executive Director of Prime Gourmet Pvt Ltd, the master franchisee of the company in India, talks about the food, expansion plans, and investment.

Q. Why did Prime Gourmet Pvt Ltd opt for Johnny Rockets when scouting for a burger chain? 

Dean: One of the reasons for choosing Johnny Rockets is that we can get into all format stores - food courts, smaller footprint stores, standalone ones, sports bar etc. It is very flexible. We have the option of giving out sub-franchisees but that will be later, only when we create a benchmark and are able to monitor.   

Q. Tell us about the expansion plans.

Dean: The first store came in January, 2014 in Delhi. We are operating four now. Next year, we will open in Mumbai, and then Bangalore. By 2018, we need to have 20 stores.

This looks like a less aggressive plan compared to other burger chains … It is, but we are cautious about getting the product right. Plus, in our model, the capital investment is on the higher side.

Q. What is the investment your stores require?

Dean: The first three outlets are over Rs 2.5 crore each. The machinery, tables, chairs all came from abroad. We are trying to bring down the costs to Rs 1.8 crore a store.

Q. Are the burgers adapted for India?

Dean: The menu is locally developed - approved by  the U.S. team. If you taste the product, it connects very well with the Indian palate. Indian palate is one that wants little more seasoning than the European palate. So we upped the seasoning levels - salt, pepper, herbs. Plus, we had to look into the veg aspect; 45 per cent of the menu is veg.  Our burgers are very different. The quantity of meat is much higher than anybody. Our patty size is 180 grams. And it is pure meat. A 100 gram patty elsewhere would just have 40 per cent meat in it.

Q. It appears you are a gourmet burger chain?

Dean: I wouldn't say our burger is a gourmet burger. This is simple American food and the key is keeping every ingredient high quality. It is a meal burger. It all comes down to quality.

Q. At what point does a burger become gourmet?

Dean: If I use a brioche bun. The patty could be enhanced with exotic meat like parma ham or foie gras. The mayo can have truffle oil. The onions may have been reduced with balsamic vinegar. That will make it a gourmet burger. Our burgers are a meal burger. There is no gourmet element but all made with high quality ingredients.