The Middle East’s food service sector is experiencing a dynamic transformation, with innovative concepts reshaping the culinary landscape. At the heart of this evolution is Biriyani By Kilo (BBK), a brand renowned for its authentic dum-cooked biryani, served in traditional clay pots. With its roots in India, BBK has garnered a loyal following for its commitment to quality, authenticity, and affordability. Now, with the backing of Pulsar Capital, the brand is set to expand its footprint in the UAE and beyond. Vish Narain, Managing Partner at Pulsar Capital, shares insights into BBK’s journey in the region, its expansion plans, and how it intends to capture the hearts—and appetites—of Middle Eastern consumers.
A Thriving Market for Indian Cuisine
The Middle East boasts a massive South-Asian customer base, creating a natural demand for authentic Indian cuisine. “There’s a strong market for biryani here, but what’s even more exciting is the growing number of Western expats and younger locals who are open to fresh fusion ideas,” says Narain. This diverse customer base presents an opportunity to not only serve classic Indian flavours but also experiment with new, contemporary offerings tailored to the region’s evolving palate.
BBK has built its reputation on offering premium-quality biryani at an affordable price. However, maintaining that standard while entering a new market posed some challenges. “Sourcing the right spices, basmati rice, and meats at reasonable prices in the Middle East was a key hurdle,” Narain explains. To address this, BBK established direct supply relationships with Indian producers for essential ingredients while partnering with trusted local suppliers for fresh produce. This ensures that every dish retains its signature taste and consistency, regardless of location.
Finding the Right Spaces for Growth
As the retail landscape in the Middle East evolves, shopping malls are transforming into vibrant social spaces. BBK’s expansion strategy focuses on balancing high-street locations with delivery-first cloud kitchens. However, the shift in consumer behaviour has opened doors for BBK to enter key shopping centers. “We’re not moving away from high-street and cloud kitchens—they remain crucial to our delivery and dine-in operations. But expanding into select shopping malls will elevate our brand visibility and offer a premium dining experience for our customers,” says Narain.
Strengthening Customer Loyalty
In a competitive food and beverage market, customer loyalty goes beyond just serving great food. BBK is investing in creating personalized experiences through exceptional service and targeted marketing. “We’re launching a tiered rewards program where customers can earn points with every order, redeemable for free dishes, discounts, or exclusive experiences,” Narain reveals. Additionally, BBK is committed to maintaining its signature Haandi (clay pot) experience, ensuring that every meal—whether delivered or enjoyed in-store—feels premium and special.
The Future of Online and Dine-In Experiences
While online orders continue to drive BBK’s revenue, Narain sees a strong future for dine-in experiences, especially in high-footfall areas such as malls and social hubs. “Physical stores do wonders for brand marketing—far more than paid advertising. Our winning strategy is to maintain a delivery-first approach while selectively incorporating premium dine-in locations to capture both the digital and social dining audience,” he explains.
Expansion Plans Across the Region
BBK’s immediate goal is to establish a strong presence in Dubai, leveraging a mix of high-street outlets and cloud kitchens. The next phase includes gradual expansion across Abu Dhabi, Sharjah, and the Northern Emirates, before branching out into the broader Middle East. “Our long-term vision is to make BBK the top biryani brand in the GCC, known for authentic flavours and high-quality ingredients,” Narain states. With a strategic approach and unwavering commitment to excellence, BBK is poised to become the ultimate destination for biryani lovers in the region.
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