The Counter, an American burger chain, in collaboration with Franchise India, is to tap Indian market with a launch of nearly 12 outlets in Mumbai and Delhi.
The launch is said to be the first phase of expansion for the chain in the country. Franchise India also owns franchisees for Chicago Pizza, San Churro Amore Gourmet, Fruitilicious and Gelato.
The Counter is planning to sell its burgers for a minimum of INR400 ($6.9), which is eight times the cost of burger at McDonald's, reported The Economic Times.
Franchise India chairman Gaurav Marya told the news paper that there are either low-priced burgers or the ones sold at cafés or high-end restaurants.
"There is a huge gap and potential between these segments, which we hope to fill through The Counter with a fine-dining positioning," added Marya.
The Counter currently operates 33 stores in the US and four outlets in Dublin, Kuwait and Jeddah.
American gourmet burger chain Fatburger and possibly Burger King are expected to join The Counter in India very soon.
