Spice Grill Flame Targets 80 New Stores in 2026 with Global FMCG Foray

India’s quick-service restaurant (QSR) space has been heating up with several new-age brands making their mark. Among them, Spice Grill Flame (SGF) has emerged as a frontrunner with a unique value proposition—serving pure vegetarian, North Indian-inspired food that appeals to both traditional and modern consumers. With its ambitious target of 80 new stores by 2026 and a planned entry into global FMCG markets, SGF is set to become a force to reckon with in the food industry.

The Journey of Spice Grill Flame (SGF)

Humble Beginnings with Rs 3 Lakh

The SGF story started back in 2012, when founder Kewal Ahuja took a leap of faith with just Rs 3 lakh as seed investment. What began as a small food venture soon grew into a recognized QSR brand.

First Outlet in Ashok Vihar, New Delhi

The first outlet opened in Ashok Vihar, New Delhi, serving soya-based and North Indian vegetarian dishes. The brand’s early focus was clear: affordable, tasty, and hygienic food for the masses.

Growth Across North India

From one store, SGF has rapidly expanded across Ludhiana, Amritsar, Chandigarh, Rajasthan, and Bhopal, building a network of 75+ outlets across 20+ cities.

Current Scale and Presence

Over 75 Outlets Across 20+ Cities

Today, SGF is one of the fastest-growing vegetarian QSR chains in India, serving thousands of customers daily.

Franchise vs Company-Owned Model

Out of its total outlets, 70 are franchise-owned, while just 5 are company-owned, showing SGF’s reliance on an asset-light model to scale faster.

Outlet Formats – Takeaway & Dine-In

SGF operates in two flexible formats:

• Takeaway outlets (300 sq. ft.) for smaller markets.
• Dine-in restaurants (1000–1500 sq. ft.) for larger customer bases.

Expansion Strategy for 2026 and Beyond

15–20 Company-Owned Stores

SGF is keen to expand its company-owned base to strengthen brand control.

50–60 New Franchise Stores

The bulk of growth, however, will come from franchise partners, tapping into entrepreneurial ambitions across India.

Focus on Tier-2 and Tier-3 Cities

While metros remain important, SGF sees tier-2 and tier-3 cities as the real growth engine, thanks to rising demand for branded dining experiences.

Why North India Remains the Priority

Supply Chain Advantages

Operating closer to home helps SGF manage raw material costs, logistics, and quality control.

Strong Consumer Base

North India has a strong vegetarian population, making it a natural first choice.

Gateway for Further Expansion

Once North India stabilizes, SGF will spread to other regions across India.

Going Beyond Borders – Global Ambitions

First International Launch in Dubai

SGF has chosen Dubai as its first international market, owing to its diverse population and appetite for Indian cuisine.

Targeting the Vegan and Packaged Foods Market

The company will soon launch vegan dishes and FMCG packaged foods, capitalizing on the growing plant-based food movement.

Opportunities in Global Indian Cuisine Demand

With Indian vegetarian cuisine gaining popularity worldwide, SGF aims to position itself as a global ambassador of vegetarian dining.

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Menu Evolution and Innovation

From Soya-Based Fast Food to 100+ Dishes

What started as a soya-focused menu has now expanded into 100+ dishes across categories, making SGF a complete vegetarian QSR brand.

Introduction of Vegan Products

The upcoming vegan menu will help SGF tap into health-conscious and global audiences.

FMCG Packaged Food Line

Packaged snacks, ready-to-eat meals, and frozen products are in the pipeline, opening a new revenue stream.

Real Estate and Location Strategy

High Street Preference vs Malls

Most SGF outlets are on high streets instead of malls, ensuring visibility, accessibility, and lower rentals.

Flexible Outlet Sizes (300–1500 sq. ft.)

The brand’s adaptable store formats help it penetrate different markets effectively.

Visibility, Accessibility & Lower Costs

This location strategy has been a key driver of SGF’s profitability.

Financial Performance and Goals

Rs 23–24 Crore Turnover in FY24

In FY24, SGF clocked Rs 23–24 crore in revenue, a solid performance for a vegetarian-only QSR chain.

10% Growth Target in FY25

The company aims to achieve at least 10% growth in FY25, while scaling sustainably.

Focus on Sustainable Profitability

Rather than chasing topline growth alone, SGF is committed to balancing expansion with profitability.

Strategic Priorities for SGF

Consistent Quality & Customer Experience

Maintaining taste and quality across all outlets is SGF’s biggest priority.

Aggressive Outlet Expansion

The next 3–4 years will see rapid store openings, especially in smaller towns.

Strengthening Brand Recognition

Through marketing, expansion, and product diversification, SGF is working to cement its brand identity.

Challenges in Scaling a QSR Chain

Maintaining Quality at Scale

Ensuring standardized taste across outlets is a big hurdle for any QSR.

Franchisee Management & Training

Strong training programs are required to keep franchisees aligned with SGF’s brand values.

Competition in Indian QSR Market

SGF competes with both global giants like McDonald’s & Subway and local players.

The Rise of Plant-Based Diets

Global Shift Towards Veganism

Veganism is more than a trend—it’s a global lifestyle movement.

How SGF is Capturing This Trend

By adding vegan options and packaged FMCG products, SGF is positioning itself as a future-ready brand.

FMCG Advantage in Packaged Plant-Based Foods

Packaged foods allow SGF to go beyond physical outlets and reach consumers at home.

SGF’s Role in Indian QSR Industry

Vegetarian-Only Brand Differentiator

SGF stands apart as a pure vegetarian QSR chain, filling a big gap in the market.

Competing with Global Giants

Its regional focus and cultural connect give it an advantage over foreign brands.

Building a Loyal Customer Base

By delivering consistency and variety, SGF has built a loyal fanbase.

Future Vision of Spice Grill Flame

National Expansion Roadmap

SGF’s next phase includes expansion into South and West India.

International Brand Positioning

Starting with Dubai, SGF plans to expand across global markets with its unique vegetarian identity.

Becoming a Household FMCG Name

With packaged foods, SGF wants to be present in every Indian household pantry.

Conclusion

Spice Grill Flame has come a long way from a single outlet in Delhi to a 75+ store chain with global ambitions. With a sharp focus on quality, expansion, and brand building, Spice Grill Flame is not just growing as a QSR chain but also evolving into an FMCG powerhouse. Its strategy of tapping into tier-2 and tier-3 cities, while eyeing global plant-based food markets, positions it perfectly for the next big leap.

FAQs

1. What makes Spice Grill Flame unique in the Indian QSR industry?

Spice Grill Flame is a pure vegetarian, North Indian-inspired QSR chain with a wide menu of over 100 dishes.

2. How many outlets does Spice Grill Flame plan to open by 2026?

Spice Grill Flame targets 80 new outlets—15–20 company-owned and 50–60 franchised.

3. Is Spice Grill Flame entering the FMCG sector?

Yes, Spice Grill Flame plans to launch packaged vegan and vegetarian foods, starting with Dubai.

4. Which cities are Spice Grill Flame focusing on for expansion?

The focus is mainly on tier-2 and tier-3 cities in North India, along with gradual pan-India growth.

5. Does SGF plan to expand globally?

Yes, SGF will begin global expansion in Dubai, followed by other international markets.