Badshah-backed Bad Boy Pizza targets ₹200 crore ARR, 70 outlets by 2028

Celebrity-backed quick service restaurant (QSR) chain Bad Boy Pizza is gearing up for its next phase of growth, targeting an annualised recurring revenue (ARR) of over ₹200 crore while expanding its footprint to more than 70 outlets by 2028. The company, co-founded by rapper Badshah and F&B entrepreneur Karan Tanna, also plans to enter the UK and US markets by 2029 as it looks to build an international presence.

The expansion comes as the brand completes one year of operations. By December this year, Bad Boy Pizza plans to launch five flagship experiential outlets—three in Mumbai and two in Gujarat's Surat and Ahmedabad—as it doubles down on its cluster-based growth strategy. By the end of 2027, the company aims to operate 30 outlets across western India, generating an ARR of ₹100 crore before expanding into Delhi NCR, Bengaluru and Hyderabad through joint ventures and multi-unit franchise partnerships.

Can a dine-in-first strategy drive the next phase of growth?

Unlike many new-age QSR brands that prioritise food delivery, Bad Boy Pizza has built its business around dine-in experiences. The company said it achieved operational profitability within two months of opening its flagship outlet in Mumbai's Lokhandwala and remained dine-in only for the first 10 months of operations. It claims that dine-in customers now account for 95% of its revenue, with repeat customers contributing more than 60% of business. The chain also reports a store payback period of 15-18 months and is targeting store-level EBITDA margins of 22-24%, metrics it believes will support rapid franchise-led expansion. More than 180 franchise enquiries have already been received from India and overseas markets, according to the company.

"Our growth over the past year has proven that when you build an authentic, uncompromising product, it forms its own community," said Badshah, co-founder of Bad Boy Pizza. "We are incredibly proud to pioneer a brand-new subculture pizza brand out of India, one with the cultural relevance and scalability to resonate in food capitals across the world."

Karan Tanna, co-founder of the company, said the brand was built to "premiumise the neighbourhood pizza experience" by combining global-quality products with strong unit economics. "As we scale internationally, our focus remains firmly on cluster-led growth and industry-leading outlet performance. We aim to capture a share of India's $2 billion pizza market by scaling to over 70 outlets," he said.

Launched in 2025, the brand has positioned itself as a mass-premium pizza chain targeting Gen Z consumers through an "East-meets-West" menu featuring products such as Butter Chicken Garlic Bread, Kerala Fried Chicken, Pushpa Pizza and Paan Soft-Serve Sundae, while recently introducing anniversary specials including Dabeli Garlic Bread, Khao Suey Pizza and Thai Basil Pizza.