Not a lot of people know this, but Barbeque Nation actually is an Indian-origin brand that has gone worldwide recently and is doing pretty good already. The concept that the founders came up with was really impressive and super new at the time in India, which is to have a live grill buffet barbeque experience in their restaurants, and that’s precisely what caught a lot of customers’ attention from the get-go. Recently, you must have been hearing a lot about this brand, and many of you may also be wondering how it makes money. For many of you, that is pretty apparent, but other than just the typical restaurant business model, they make money through other ways as well. Let’s just take a good look at that.
The Buffet Model Is the Core
Barbeque Nation’s primary earning method is the dine-in buffet system, which is also their buffet system. Customers can enjoy the day and the time (lunch or dinner; weekday or weekend) with a fixed amount of money. The buffet features live-grilled starters, a selection of main course items, and desserts.
If you want to have a drink or use some special add-on, then it is quite likely that it will cost you a bit more, but the buffet price will still be the same. Thanks to this system, the restaurant can handle the supply of goods, the management of staff, and even seating arrangements, all with less effort. The reason why this concept is so effective is exactly due to the fact that it fixes prices.
| Brand | Barbeque-Nation Hospitality Limited |
| Establishment year | 2006 |
| Headquarters | Bengaluru, India |
| Founder | Prosenjit Choudhury and Sajid Dhanani |
| Industry | Hospitality / Casual Dining Restaurants |
| Net worth (FY2024) | ₹416.15 crore |
| Total revenue in 2024 | ₹12,545.10 million (₹1,254.51 crore) |
How Does Barbeque Nation Make Money?
1. Delivery Model (UBQ and Barbeque-in-a-Box)
While Barbeque Nation wanted to extend its services to customers at home, they introduced UBQ (Unit of Barbeque Nation) and a concept named Barbeque-in-a-Box. These are pre-packed boxes and meal combos that customers can order using either their website or food delivery platforms. With this arrangement, they are able to cater to their customers who want to have the Barbeque Nation experience at home.
2. Atmosfire (The Catering Business)
Atmosfire is the name of the catering service they operate, through which they deliver the Atmosfire live grill and buffet concept to home parties, weddings, or corporate events. Although it is not a significant part of the total revenue, it still contributes to expanding the brand’s visibility and attracting customer loyalty in different environments.
3. Other Brands Under the Group
Barbeque Nation also owns and operates other brands:
- Toscano: An Italian restaurant chain, managed under their subsidiary Red Apple Kitchen.
- Blue Planet Foods: A dessert-focused venture where they hold a majority stake.
This makes it possible for companies to test different formats and attract a larger customer base.
4. Strategic Pricing and Offers
There is a small difference in prices for lunch and dinner, weekdays and weekends. At these events, they usually have a special menu that fits the theme of the festival or occasion. It is a method to balance the number of visitors during the week and the turnover, instead of employing only the weekends.
Their website and mobile app are always being updated with the latest offers and deals, which means users can organize their trips beforehand.
5. The Loyalty Program (Smiles)
To motivate customers to come back, Barbeque Nation has a loyalty program named Smiles. Customers are awarded points that they can use for their next meal. This is a clever strategy to get return visits from office teams, families, and regular diners, thus creating more occasions for celebrations. More visits signify better utilization of tables, which is very important in the case of buffet-style dining.
Why the Buffet Model Works Financially
There’s a reason why the fixed-price buffet model works so well:
- The team can estimate how much food is needed.
- Bulk buying reduces ingredient costs.
- Lower food wastage.
- A live grill on the table adds excitement without needing extra kitchen staff.
- Buffets are great for group bookings like birthdays, farewells, or office lunches, which helps keep the restaurant full.
Such a mixture of attractiveness and predictability is the reason the company manages to remain both profitable and stable.
Presence Across India and Beyond
Barbeque Nation no longer limits its operations to Indian cities only. By the end of 2025, the firm went on to have 230 stores all over the world, not only in the Indian metros but also in countries like Sri Lanka, the Middle East, and Southeast Asia. One glance at their About Us page offers comprehensive information about the company’s journey so far and their vision ahead.
Who Owns and Runs It?
Barbeque-Nation Hospitality Limited came into existence in 2006 with the support of the late Sajid Dhanani from the Sayaji Group, by Prosenjit Choudhury. Presently, the company is under the leadership of Managing Director Kayum Dhanani and CEO Rahul Agrawal. A majority of the shares comprising the promoter group are owned by the Dhanani family group companies, which are the main shareholders.