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Jun, 19 2013

The Counter Opens in India

The Counter, a Los Angeles-based burger chain, opens in Mumbai and Delhi.

The Counter, a Los Angeles-based burger chain, is opening a dozen outlets in Mumbai and Delhi in the first phase. It has featured in GQ magazine's '20 Hamburgers You Must Eat Before You Die'.

With over 3,000 different combinations, a burger at Counter will cost a minimum Rs 400 – eight times more than the rates at the most famous global burger chain, McDonald's.

"In India, we either have lower-priced burgers or the ones available at the coffee shops of 5-star hotels. There is a huge gap and potential between these segments, which we hope to fill through The Counter with a fine-dining positioning," said Mr. Gaurav Marya, Chairman, Franchise India, which is partnering The Counter in India. Franchise India is a retail solutions provider that helped several QSR (quick-service-restaurant) chains such as Chicago Pizza, San Churro Amore Gourmet, Fruitilicious and Gelato expand in India.

Commenting on the pricing of the burger, Ruchi Sally, Director, Elargir Solutions, a boutique retail consultancy, said, "The Counter will have to deal with pricing issues, which might crop up, and also the fact that the younger generation has been moving towards healthier options,"

The Counter will soon be joined by Los Angeles-based gourmet burger chain Fatburger India, and possibly by Burger King later. McDonald's, which entered the country in the mid 1990s, is by far the market leader in the segment, growing 30% annually.

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