Burgerfuel finally enters North America
The burger chain was reluctant to enter North America, last year stating it ‘felt the potential support available from a large US-based organisation was essential to their success in the market’. After ending their collaboration agreement with Franchise Brands last year, the Kiwi brand has decided to forge ahead in by opening an independent company-owned store.
The flagship restaurant is located on a large stand-alone site in Broad Ripple, a suburb the company said is filled with bars, clubs, eateries as well as four large universities.
Burgerfuel said the area can be likened to the Auckland suburb of Ponsonby and ‘attracts a lively crowd who travel there for the high energy social scene on offer’.
USA-based BurgerFuel founding director Chris Mason said the community surrounding the store has shown excitement in the lead-up to the opening.
“Our resident artist has been in Indianapolis painting around the clock to create custom designed murals, not only in our store but throughout the community of Broad Ripple,” he said.
“We also run our own global radio station and Radio BurgerFuel has been broadcasting live from Broad Ripple.
“Car culture is a huge part of Burgerfuel, and our custom built ‘68 Ford Torino GT Fastback, and the ‘68 Plymouth GTX Hardtop have been causing an absolute stir on the streets of Indianapolis in the lead up to opening.”
Burgerfuel CEO, Josef Roberts said that while it’s been “an epic challenge to open our first Burgerfuel store in the USA”, after ending the partnership with Franchise Brands following the passing of Fred de Luca, the company made the decision to go it alone and open independently.
“Like any store we open, you never know how it’s going to go until you swing the doors and start trading but we feel confident in the way that we have birthed the brand in the USA as well as all the resource and support we have provided for this historic opening,” he said.
“Burgerfuel Indianapolis is a key milestone in the global journey of Burgerfuel. We’re now fully focused on getting this store pumping, and have our sights set firmly on further expansion in the USA”.