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Burger Road drives local and interstate expansion

Melbourne’s Burger Road is gearing up to expand interstate this financial year. 

Since opening the first store in 2017, the brand has built a network of three corporate and four franchisee-owned locations in Victoria. A new store opened in Watsonia last week and restaurants in Ashburton and Mernda are to due to open in August and October. 

Now the founders, husband and wife team Ishu Singh and Anna Dewan, are looking further afield, with new outlets planned for South Australia, Sydney and Queensland’s Sunshine Coast during 2023. 

Location, location, location

“We know our audience in terms of geographical locations,” Dewan says. “When we’re scouting for new store sites we apply a strict list of criteria to ensure we’re entering a market with the right foundations for a successful business. This includes taking a look at the demographic and ensuring it has a younger skew, along with ample parking, highway exposure or train station access. All of these factors come into play when securing a spot we’re confident will perform well. We’re also building a loyal digital following across the brand’s social media channels.”

While location is a critical factor in Burger Road’s success, the team also ensures that all new franchisees have the tools they need to run a successful business. Regardless of previous experience, they spend four to six weeks developing their skills under professional supervision.

Keeping it simple

The quality of the product continues to underpin Burger Road’s success.

“We like to keep it simple with quality ingredients – for example, our signature Wagyu beef burgers are made from 100 per cent organic and premium grass-fed beef,” Singh says. “We also offer a plethora of choices from halal to vegan. There’s something for every age group and people with a wide range of dietary requirements – and our constantly evolving menu also keeps things interesting.”

The story is originally published on Inside Franchise Business Executive.

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