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by mainly leveraging the disruption at McDonalds franchise in North India.
The company has a well defined restaurant rollout plan to open 700
restaurants across geographies by 2026. The proceeds from the IPO would
be sufficient to open 190 new stores until 2023. Particulars
We believe companies with a higher proportion of deliveries and takeaway Issue Opens 2nd December 2020
would benefit from expansion of food delivery companies (Zomato, Issue Closes 4th December 2020
Swiggy). Moreover, higher proportion of deliveries would benefit in terms Issue Size* | 810 crore
opening small size stores that would eventually rationalise the lease cost. Fresh Issue | 450 crore
BKI is well positioned to benefit from the expansion of food delivery apps in Price Band | 59-60
smaller cities and towns. The company would be able to open smaller stores No. of shares on offer
13.5
that would be largely deliveries and takeaways stores. This would reduce (in crore)
the operational, lease & other related cost attached to larger stores. The QIB (%) 75
average size of a Burger King Store is 1300-1400 sq ft that is almost half of Retail (%) 10
an average McDonald’s store (2600-3200 sq ft). Minimum lot size (no of
250
shares)
Several unorganised smaller joints close down *based on upper price band of | 60 per share
With the grave impact of lockdown on the restaurant industry, the smaller Shareholding Pattern (%)
Company background
Burger King India (BKI) is a fast growing international QSR chain in India. It
started its operations in 2014 and within five years established 261
restaurants in major cities and towns. The company has exclusive rights to
develop, establish, operate and franchise Burger King branded restaurants
in India as a master franchisee. Its master franchisee arrangement provides
it the ability to use Burger King’s brand name to grow the business in India,
while leveraging the technical, marketing and operational expertise
associated with brand. The arrangement provides flexibility to tailor menus
to Indian tastes and preferences, promotions and pricing. Globally, the
Burger King brand is the second largest fast food burger brand with a
network of 18,675 restaurants in more than 100 countries.
Exhibit 2: Cluster based expansion approach
Since opening its first restaurant in November 2014, the company has a well-
defined restaurant rollout and development process with the aim of growing
quickly largely leveraging the disruption at the McDonalds franchise in the
north. The company has a well defined target of establishing 700 pan-India
restaurants by 2026. The proceeds from the IPO would be sufficient to open
additional 190 restaurants till 2023. Further expansion would largely be
fulfilled by internal cash generation. The company has a strategy of opening
stores using a cluster approach while creating resources & supply chain to
open multiple stores in one cluster. The premises for the proposed new
restaurants are expected to be taken on a lease basis. The company has in
the past conducted its roll out process in three phases. Phase 1: site
identification, evaluation and finalisation; Phase 2: site development and
Phase 3: pre-launch).
Exhibit 3: Cumulative target of Burger King restaurants in India
Period Cumulative Cumulative Targets
CY19 250
CY20 250
CY21 300
CY22 370
CY23 450
Source: RHP, ICICI Direct Research
Although the Covid-19 crisis has adversely affected the ability to open new
restaurants and expand restaurant network temporarily, the company
continues to evaluate expansion possibilities of its restaurant network and
aims to increase the pace of growth when the Covid-19 crisis subsides. As
on September 30, 2020, BKI had 261 restaurants, including eight sub-
franchised Burger King restaurants, across 17 states and union territories
and 57 cities across India. Of 261 restaurants, 249 are operational currently.
BKI launches the brand from flagship locations in high traffic and high
visibility locations in key metropolitan areas and cities across India and then
develops new restaurants within that cluster. This approach also helps to
efficiently manage vertically managed and scalable supply chain and drive
down costs due to the proximity of restaurants to each other and to the
centres of third-party distributor.
Exhibit 4: Geographical store bifurcation
Number of Restaurants
2015 2016 2017 2018 2019 2020 Sep-20
Equipment costs 92
Leasehold improvements and other related costs 150
Information technology infrastructure costs 15
Store opening franchisee fees 22
Total estimated costs per restaurant 279
Kitchen equipment 74
Refrigeration 7
Other related equipment 11
Total 92
Source: RHP, ICICI Direct Research
The size of Burger King restaurants ranges between about 400 and 4000 sq
ft depending on the format of restaurant such as high street locations,
shopping malls, food courts, drive through and transit locations. According
to the business plan for setting-up new company owned restaurants across
regions, the company has considered an average restaurant size of 1,300-
1,400 sq ft for arriving at the estimated costs for setting-up a Burger King
restaurant across regions.
Industry background
Food services is a key segment in the Indian economy, which accounted for
~US$56.5 billion in 2020, of which ~US$22.8 billion comes from the
organised market (chain and organised standalone outlets). Changing
consumer dynamics coupled with increasing market spread of brands in
India are expected to continue to boost the food services sectors growth.
Exhibit 6: Per capita spend on food services by urban population (US$)
Countries Per Capita Spend on Food Services by Urban Population (US$)
CY 2015 CY 2020 CAGR (CY 2015-2020)
India has one of the lowest per capita spends on eating out compared to
major developed and developing economies. This is primarily due to a
higher rural population and a preference for largely eating at home. In
addition, lack of significant eating out options in tier-1 & tier-2 cities results
in lower frequency of dining out. However, eating out frequency is expected
to increase mainly driven by higher disposable income and increased
exposure to a variety of culinary customs from across the world. Moreover,
expansion of food delivery companies would also aid growth of restaurants
in India, especially in smaller towns and cities.
Exhibit 7: Food service market size in India (in | billion)
7000
6000 966
5000
4000 350 397
285
3000 204 236
175
2000
1000
0
2015 2016 2017 2018 2019 2020 2025P
Investment Rationale
Exclusive national master franchise rights in India
BKI is national master franchisee of the Burger King brand in India, with
exclusive rights to develop, establish, operate and franchise Burger King
branded restaurants in India. The master franchisee arrangement has been
entered till December 2039. BKI would be paying 5% fixed royalty for the
use of the brands, technical, marketing & operational expertise. We believe
the exclusive national franchise opens up a bigger opportunity for the
company to grow for a sustainable period of time. Moreover, its aggressive
and well laid out plan till 2026 for opening up 700 stores in India also gives
better revenue growth visibility from a long term perspective. The company
would be able to leverage expansion of food delivery companies & increase
the proportion of delivery only kitchen. This would reduce the store size &
increase the asset turnover. Its sub-franchise rights also provide the
additional flexibility to sub-franchise restaurants in locations where access
to direct ownership of restaurants may be restricted due to the type of
location i.e. airports and certain shopping malls where one party directly
owns all the outlets. The national franchise also give substantial advantages
in respect to operational efficiencies, faster rollout of advertising campaigns,
supply chain management, pricing, promotions and tailor menu changes
according to tastes and preferences of customers.
Competitive edge to higher deliveries, small size stores
We believe companies with the higher proportion of deliveries and takeaway
would take advantage of expansion of food delivery companies Apps
(Zomato, Swiggy). Moreover, higher proportion of deliveries would benefit
in terms opening small size stores that would eventually rationalise the lease
cost. Burger King is well positioned to benefit from the expansion of food
delivery apps in smaller cities and towns. The company would be able to
open smaller stores, which are largely dependent on deliveries & takeaways.
This would reduce the operational, lease or other related cost attached to
the larger store. The average size of a Burger King store is 1300-1400 sq ft,
which is almost half of average McDonald’s store (2600-3200 sq ft).
Exhibit 13: Competitive edge to small stores with higher proportion of deliveries
sales
Heads Domino’s McDonald’s KFC Subway Burger King Pizza Hut
Format QSR QSR QSR QSR QSR CDR
Business Model Master Fran. Master Fran. Master Fran. Master Fran. JV Master Fran.
Outlet Count 1,354 311 454 541 261 431
APC*** (INR) 200-225 225-250 200-225 175-200 200-225 400-450
Average Ticket Value (INR) 500-550 550-600 500-550 250-300 500-550 1,450-1550
COGS 22-23% 34-36% 34-36% 32-34% 35-36% 25-26%
Gross Margins 77-78% 64-66% 64-66% 66-68% 64-65% 74-75%
Advertisement 4-5% 5-6% 6-7% 4-5% ~5% 4-5%
Royalty 3-4% 4-5%** 7-8% 7-8% 4-5% 7-8%
Store EBITDA 21-23% 13-15% 14-16% 20-22% 12-14% 17-19%
Capex for Initial Build and Opening 150-200 L 350-400 L 300-350 L 40-50 L 200-250L 200-250 L
Avg. Store Size (in sq.ft.) 1400-1600 2600-3200 2500-3000 750-1000 1300-1400 2600-3200
Average sales /Day*** 0.75-0.80 L 1.2-1.3 L 1.2-1.3 L 0.30-0.35 L 1.1-1.2 L 0.7-0.8 L
Source: RHP, ICICI Direct Research, IQVIA MAT March 2015-20
Competition risk
The QSR industry in India is competitive. The company primarily compete
with international QSR chains operating in India, such as McDonalds, KFC,
Domino’s Pizza, Subway and Pizza Hut, as well as local restaurants in the
QSR segment. The other international QSR chains have been introducing
food products that cater to India specific palate while maintaining their core
offerings; for example, Domino's now offers wraps and KFC offers rice bowls
in India. Though BKI is directly competing with McDonalds considering
similar food offerings, given the past expansion of other QSRs in different
variety of food, the company can face competition in burgers from other
established QSRs as well in future, which can restrict the growth prospects
of the company.
Financial Summary
Exhibit 14: Profit & loss statement (| crore)
Revenue (| crore) FY18 FY19 FY20 H1FY20 H1FY21
Revenue from operations 378.1 632.7 841.1 422.3 135.2
Other income 10.6 11.4 5.6 3.0 16.4
Total revenue 388.7 644.1 846.7 425.4 151.7
Profit before tax and exceptional items -82.2 -38.3 -72.3 -17.4 -116.8
Exceptional items 4.3 2.1
Profit before tax -82.2 -38.3 -76.7 -17.4 -119.0
Current tax 0.0 0.0 0.0 0.0 0.0
Total Tax 0.0 0.0 0.0 0.0 0.0
Profit after tax -82.2 -38.3 -76.7 -17.4 -119.0
Source: RHP, ICICI Direct Research
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