Biryani Blues

Biryani Blues is a leading Indian quick service restaurant (QSR) chain specializing in authentic Hyderabadi dum biryani and related delicacies. The company operates under Thea Kitchen Pvt Ltd. Originating in the National Capital Region (NCR), Biryani Blues has rapidly expanded its footprint, now operating 68 outlets across North India and Bengaluru, with plans to open over 100 new stores in the next three years.

Core product and services 

Biryani Blues’ core products center around authentic Hyderabadi dum biryanis, available in chicken, mutton and vegetarian options, all prepared using traditional recipes and high-quality ingredients. Complementing their biryani offerings, the menu features a selection of flavorful kebabs, rich curries, starters, breads and signature desserts, ensuring a complete Hyderabadi dining experience. The company delivers these products through multiple channels, including dine-in at their quick service outlets, convenient takeaway, reliable home delivery via their app and popular food aggregators, and outdoor catering for events and gatherings. Their focus on consistency, taste and value makes them a preferred choice for biryani lovers.

Business Model & Revenue Streams

• Direct Sales: Income from dine-in, takeaway, and delivery orders across its network of outlets.

• Aggregator Partnerships: A substantial 70% of revenue is generated via food delivery aggregators such as Zomato, Swiggy, and Magicpin, with the remaining 30% coming from its own delivery channels, dine-in, and takeaway.

• Outdoor Catering: Customized catering services for events, corporate gatherings and private functions, contributing to brand visibility and incremental revenue.

• Multiple Outlet Formats: The brand operates express stores (focused on delivery), cloud kitchens and food court outlets in malls, airports and railway stations, optimizing reach and operational efficiency.

Customer Segmentation

• B2C: The primary customer base includes urban consumers seeking authentic, value-for-money biryani and Indian cuisine, both for individual and group dining.

• B2B: Corporate clients and event organizers leverage Biryani Blues’ catering services for meetings, events and celebrations.

Growth Strategy

• Aggressive Expansion: Targeting over 100 new outlets in the next three years, with a focus on North India and NCR, where brand recognition is strongest and outlets turn profitable quickly.

• Operational Excellence: Continued investment in human resources, logistics and technology to support scalable and efficient operations.

• Menu Innovation: Regularly updating the menu to cater to evolving customer preferences while retaining core Hyderabadi offerings.

• Brand Partnerships: Collaborating with leading food aggregators and exploring strategic investments to fuel expansion and brand awareness.