FSR May 2022

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Building a Better Burger

BY NICOLE DUNCAN Full-service restaurants up the burger ante on quality—and often pair well with boozy beverages.

WHETHER SIMPLE, LIKE B RESTAURANTS’ TAVERN CLASSIC (LEFT), OR OVER THE TOP, LIKE BLACK TAP’S REUBEN BURGER (RIGHT), CASUAL DINING HAS AN EDGE OVER FAST FOOD.

LOCALS 8 RESTAURANT GROUP / BLACK TAP CRAFT BURGERS & BEER

SO OFTEN, the discussion around burger-centric restaurants defaults to fast-food giants and better-burger fast casuals. It makes sense given the girth of brands like McDonald’s and the enthu siastic, cult-like following behind the likes of In-N-Out Burger and Shake Shack. Even in 2020, when the chicken sandwich wars started to heat up, burger orders comprised 13.5 percent of all res taurant orders—double chicken sand wiches’ 6.7 percent market share, per the NPD Group.

But full-service restaurants, from casual chains geared toward families all the way up to fine-dining institutions, put their own spin on what can be con sidered America’s favorite entrée. And consumers have demonstrated an appe tite for these upgraded options. “We love burgers and want to enjoy eating them in a polished environment,” says Al Gamble, founder and co-owner of Locals 8, a Connecticut-based restaurant group that includes nine-unit, burger focused b Restaurants. “There weren’t

a lot of options back in 2005 when we launched the b’s concept. ... We believed we could deliver a full-service experience where the guest would taste the quality and be treated to a fun, relaxing time out, and it took off.” In terms of brand positioning and specialization, Red Robin is the largest full-service burger brand, with more than 500 locations across the U.S. and 30-plus signature burgers on the menu. But the lion’s share of full-service res taurants that put burgers front and cen

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FSRMAGAZINE.COM

MAY 2022