Behrouz Biryani expands into the UK market

It adopts a ground-breaking business model which utilises commercial kitchens to build virtual brands

International premium food brand Behrouz Biryani has expanded into the UK market, offering Brits the authentic taste of India’s popular rice dish from the comfort of their home.   
 
Behrouz Biryani is India’s most loved biryani brand and is a key brand under Rebel Foods, which is the world’s largest internet restaurant company and one of India’s most significant foodtech players. 
 
It adopts a ground-breaking business model which utilises commercial kitchens to build internet restaurant brands (virtual brands) that deliver delicious meals to customers’ doorsteps. 
 
Using the Rebel Operating System, the business marries culinary innovation with technology. From inventory and kitchen management, to demand management and fulfilment, its full-stack technology allows for expansion and growth, while maintaining food quality. 
 
The brand began operations in 2022 and is already taking the UK by storm, with 25 internet restaurants currently being served through a virtual brand partner model across major cities such as London, Manchester and Birmingham.

The business has an ambitious franchisee model and is projected to have 60+ kitchen partners in and around the UK by the end of the year. It operates through its own website, as well as through its partnered restaurants using Uber Eats, Just Eat and Deliveroo platforms.   
 
Kaustubh Khare, country head for Rebel Foods UK, said: “Our cloud-kitchen model allows local food operators to maximise their kitchen’s potential and bring additional revenue at no extra costs and make profits from the very first day. We share our decade of expertise by developing authentic yet simple recipes, training our partners and promoting the brand on online and offline media.” 
 
Research by San Pellegrino found that in 2022, UK kitchens were waiting on average five months to recruit and onboard chefs with the right skillset. Rebel’s franchise model solves this problem, as its brands can be operated using unskilled kitchen staff without any capital investment. Every recipe is completely deskilled and yet has been carefully perfected to ensure consumers receive an authentic, high-quality meal delivered to their homes or offices. 
 
Kaustubh added: “We’re on a mission to educate the British public on the delectable flavours and rich history of a much-loved Indian dish, which is underrepresented in the UK. 
 
“Biryani is a timeless classic dish with complex flavours and is traditionally quite a laborious meal to make, which is why it’s usually reserved for special occasions or get-togethers. We want to make luxurious biryani accessible to expats who are craving the comfort of home and Brits who want to enjoy the authentic flavour of one of India’s most popular dishes. 
 
With Behrouz Biryani, our vision is to offer food lovers an indulgent royal biryani experience and food operators the chance to increase their profit without high risk.” 

The Behrouz Biryani menu currently offers a variety of chicken, mutton and vegetable biryani with some of its popular dishes including Dum Gosht Mutton biryani and Shandar Chicken Tikka biryani. The menu caters to multiple preferences including halal and also offers a selection of kebabs and naans available as sides.