India, Sept. 8 -- Burma Burma co-founder Chirag Chhajer recently explained why the restaurant chain prefers opening outlets in malls and corporate office parks, saying the higher rent can be seen as a customer acquisition cost. Taking to X, Chhajer compared the Rs.5 lakh monthly rent for a mall outlet with the Rs.3 lakh the brand could spend on Instagram influencers and Meta ads to attract customers to a non-prime location.

"Being someone who's been steeped in numbers, the realisation about malls and high rents came to me pretty quickly. And when we were moving beyond our first few outlets, we started considering malls to open new locations," Chhajer wrote in the X post.

He admitted that the mall rents initially made him pause, especial...