A Stand-Out Approach Creates a Clear Path for BurgerFi’s Growth in the Better Burger Segment

“We’ve taken the everyday fast casual burger and flipped it on its head.”

It’s not often that a franchise brand can break into a crowded segment of the restaurant industry — like the better burger category — and carve out a niche of its own. But for BurgerFi, a chef-driven concept, that began franchising five years ago,  that’s exactly how the brand got its start.

Originally founded in South Florida in 2011, BurgerFi has earned a reputation for bringing an obsessive focus on quality  to the burger business.  From day one, its commitment to  exceptional standards extends across every aspect of the brand, from its ingredients and menu items, to its customer service and overall atmosphere. And according to Graham Buckley, a franchise development manager for the brand, BurgerFi’s ability to build something completely new from the ground-up was made possible by a glaring gap in the industry that existed up until the brand’s founding.

“When we started in 2011, we had the ability to work with a blank slate,” said Graham Buckley. “Even though the burger segment of the industry was becoming  crowded, our founders looked at the competition and discovered that there wasn’t a healthy or natural alternative to the standard burger joint. Outside of the occasional mom and pop shop, there was no one playing in the market that could truly capitalize on the health-conscious trend that was about to take over. So, we took advantage of that opportunity.”

The first thing that BurgerFi set out to create was an unparalleled menu filled with second-to-none ingredients. By using the top one percent of beef in the country for all of its traditional burgers, 14 ingredients to craft its veggie burger, Idaho potatoes and hand-battered onion rings — all of which are cooked fresh in-house every single day — the brand immediately set itself apart in an industry that’s filled with more of the same.

That’s why it came as no surprise to the BurgerFi team that the concept caught on like wildfire. After establishing a cult-like following in Florida, word started to spread  all along the East Coast. To tap into this growing recognition and take advantage of its unique niche in the burger space, BurgerFi launched its franchising opportunity in 2012. Now, five years later, BurgerFi boasts more than 105 locations in the U.S., with each restaurant remaining true to what makes the brand unique.

“It all starts with the food. Any time you’re talking about a restaurant, food is going to be the most important driver that keeps people coming back. That’s why we’ve put so much effort into creating a unique menu that refuses to skimp on quality,” said Buckley. “First and foremost, our beef is part of the Never, Ever program, meaning it’s never exposed to steroids, antibiotics, growth hormones, chemicals, or additives – ever. Only about 1% of the beef produced in the United States meets this strict BurgerFi standard. Our VegeFi Burger which sells for one in every nine burgers systemwide, transcends the standard black bean and brown rice veggie burger that you’ll find anywhere else. That item has become so popular that we even created the Conflicted Burger, which includes one natural angus beef patty and one veggie patty. That commitment to innovation goes to show that we’re willing to go above and beyond to provide our customers with the best. And that same line of thought extends to our franchisees.”

The BurgerFi team works closely with its franchise owners to ensure that they’re positioned for success. From its initial training program to ongoing education initiatives, the brand  focuses on a “culture of learning.” And now that it’s backed by a system of more than 105 open locations, BurgerFi is looking to expand. But the brand is highly-selective — BurgerFi is committed to partnering with top quality multi-unit operators who have a track record of building successful teams. 

Charlie Guzzetta, a franchise development manager with BurgerFi, said, “Going forward, we’re looking to partner with multi-unit owners who are able to bring restaurant experience to the table. As we continue expanding in markets outside of our home base in the Southeast, we want to ensure that we’re working with top-tier owners who are familiar with what it takes to create a successful restaurant. And we’re willing to wait for those ideal franchisees — now that we have over 100 units backing our system and adding to our brand awareness, we’re confident that teaming up with quality franchisees who are eager to diversify their portfolios with us and become a part of the BurgerFi team will be the future of our brand expansion.”

So far, BurgerFi’s growth strategy has led to notable success. Its attention to detail and focus on quality across the board has helped BurgerFi become recognized as a leader in not just the burger segment, but in the fast casual space, with BurgerFi recently being ranked in Fast Casual’s 2018 Top 100 Movers & Shakers. The brand has also been recognized as one of the leading burger concepts by Technomic, QSR Magazine and Entrepreneur Magazine.

Proven operators who are interested in joining BurgerFi’s recognized and growing system can expect their initial investment to fall between $670,400 and $973,250.  And while the brand currently has an incredibly strong presence in Florida, Georgia and Texas, it’s actively looking to grow across the East Coast, including the D.C. metro area, Virginia, North Carolina, South Carolina, Maryland and New York.

“Quality is our number one concern across the board. From our food to our franchisees, we’re actively taking steps to ensure that we’re making the best moves for both the brand and our existing network of local owners,” Buckley said. “BurgerFi’s system is proven to be successful, and our food has a reputation for being the best in the business. Now, we’re eager to welcome new franchisees to our system to expand in new markets and propel the BurgerFi brand to the next level.”