The New York burger and shake brand is targeting a 75-restaurant rollout in India, extending its franchise-led growth strategy into a new international market.
New York-based fast-casual restaurant brand Harlem Shake has signed a 75-unit master franchise agreement for India with Franchise India, setting the stage for its entry into one of the world’s largest consumer markets. The agreement establishes a development plan for the American burger and shake concept, with expansion expected to involve local franchise partners across multiple territories.
Founded by Jelena Pasic, Harlem Shake takes inspiration from the culture and neighbourhood dining traditions of Harlem, New York. Its menu centres on burgers, milkshakes and other casual dining favourites, supported by a brand identity built around New York culture and community.
The India agreement is structured around a master franchise model, enabling the brand to work with local partners to develop its restaurant network. Regional master franchise and area-development opportunities are expected to form part of the broader expansion strategy, creating potential entry points for investors and experienced restaurant operators.
The 75-unit target represents planned development rather than 75 restaurants already open. Details on the opening schedule, initial locations and India-specific investment requirements have not been established in the information available.
Franchise Model and Investment
Harlem Shake’s US franchise programme provides a framework for the brand’s partner-led expansion. Its published franchise information lists an initial franchise fee of US$40,000 and an estimated total investment of approximately US$410,150 to US$988,950 per restaurant. The figures apply to the US market and should not be interpreted as the investment required for an Indian outlet.
The US model also lists a royalty fee of 6% of gross sales, a 2% contribution to the brand development marketing fund and a 1% local advertising contribution. Actual fees and commercial terms for India may differ under the master franchise agreement.
The brand’s US franchise offering includes training, operational guidance, marketing support, restaurant technology and assistance with site selection. Its published restaurant formats generally range from approximately 1,200 to 3,000 sq. ft., depending on the location and format. These specifications are indicative of its US model, not confirmed requirements for India.
For the Indian rollout, local partners will be important in identifying suitable sites, managing restaurant operations and navigating regional consumer preferences. The master franchise structure could also support expansion through sub-franchisees or area developers, depending on the final arrangements.
Harlem Shake’s International Growth Plans
The India agreement gives Harlem Shake an opportunity to extend its New York-inspired dining concept into a market with an established appetite for burgers, shakes and international quick-service restaurant brands.
Execution will depend on the selection of development partners, the pace of restaurant openings and the brand’s ability to maintain consistent food quality and customer experience across different markets. Pricing, menu localisation, real estate costs and supply-chain arrangements will also be important considerations as the brand develops its presence.
With a 75-unit development target in place, Harlem Shake is positioning franchising as a route to building its Indian footprint. The agreement marks the beginning of its planned expansion in the country, with the pace and scale of the rollout dependent on future development milestones.
