Burger Boi: The US-inspired burger chain taking on the UK fast food market

The brand is leaning into a ‘Cali-vibe’ culinary concept to serve British diners with a modern QSR experience that goes way beyond its menu

In 2021, Surj Bassi opened the doors to Burger Boi in Wolverhampton – the first location of what would later become many. The brand aimed to lean into a premium and innovative concept using fresh ingredients.

At the heart of its offering was the Californian ‘Cali-Vibe’ smash burger – a relatively new trend within the burger market which consists of multiple thin patties smashed together between a burger bun and smothered in relish and other toppings.

Burger Boi proved an instant hit, becoming the highest grossing brand on UberEats in Wolves outside of national chains. It was this early success that quickly solidified the idea of expanding the business across the UK using a franchise model.

In 2022, six Burger Boi locations opened, with another eight locations joining the portfolio in 2023 and more in the pipeline for 2024. The big ambition is to have more than 50 locations across the UK by the end of 2026, which has propelled a rapid recruitment initiative.

So far, Burger Boi has been feeding the burger-lovers of Wolverhampton, Birmingham, Coventry, Gloucester, Leicester, Derby, Dudley, Northampton as well as Manchester and London.

Signature dishes

Innovation has always been a defining characteristic in Burger Boi’s brand, and it’s a trait that’s been applied to the culinary team’s approach in the kitchen.

The team continuously experiments to concoct new flavour combinations and capture the latest trends in the ever-evolving food landscape. This results in new menu additions throughout each quarter, as well as revisions throughout the year.

Burger Boi has a particularly big focus on presenting unexpected combinations and bold flavours, such as its signature ‘Triple Cheese Boi’ burger and its ‘The Bad Boi Hot Mess’ loaded fries.

Other menu items comprise smashed burgers, buttermilk fried chicken, breakfasts, shakes and an extensive range of vegan and vegetarian options such as deep-fried cauliflower and plant-based burgers. However the menu is changed every quarter to maximise customer engagement.

Creating a culture

The Burger Boi team aim for the brand to be a symbol of modernity in the QSR space, by embracing contemporary marketing trends and curating locations that go beyond serving food.

The team point to the business’ flagship Northampton restaurant as a prime example of this focus. The 40-seater eatery plays host to games such as air-hockey and racing to amplify the customer experience by encouraging visitors to stay and socialise.

Social media has also played a pivotal role in enhancing Burger Boi’s influence and reaching wider communities. Feeds are regularly flooded with snapshots of towering burgers, dripping with sauce, and piled high with fresh, vibrant ingredients.

An eco-friendly focus

In an era where sustainability is at the forefront of consumer consciousness, Burger Boi has embraced eco-friendly practices, particularly those involving recyclable and bio-degradable packaging – something that more than 60,000 UberEats reviews have commented on.

The brand is committed to sourcing locally whenever possible, reducing its carbon footprint, and exploring innovative packaging solutions.

The UK and beyond

Plans for Burger Boi’s expansion currently extend beyond the UK, with ambitions to bring elevated comfort food to new markets, in both urban centres and quaint suburban neighbourhoods. So far, overseas locations are already confirmed in Canada and Dubai for 2024.

As part of this worldwide expansion, menus will undergo localisation – still combining Burger Boi’s taste for bold flavours but also accommodating regional consumer preferences.

Franchise model

Franchisee recruitment is a big focus for Burger Boi as it aims to reach its goal of establishing more than 60 locations over the next few years.

Prospective franchisees undergo a rigorous selection process, ensuring that they share the brand’s values and commitment to quality. Those that pass this process and invest, go on to receive a comprehensive training programme alongside tools and support which are designed to maintain the integrity of the brand.

Ultimately, the goal for Burger Boi is to replicate its experience consistently across all franchise locations, irrespective of geographical differences. For franchisees the experience includes support in the initial setup phase and in day-to-day operations as well as ongoing assistance in various business areas such as marketing, supply chain management, and customer service.

A collaborative approach between the Burger Boi team and franchisees aims to foster a sense of community, creating a network where experiences and best practice are shared. Regular meetings, in-person and virtually, provide a platform for franchisees to connect with each other and the corporate team.

Burger Boi believes this set up enhances the success of individual franchisees while contributing to the overall growth and resilience of the brand. So far, franchisees earn a gross average of £15,000 to £20,000 in sales per week.

Franchise overview: Burger Boi

• Year Established: 2021
• Number of franchised outlets: 16
• Location of units: Birmingham, Wolverhampton, Shoreditch, Manchester, Coventry, Northampton, Gloucester, Leicester, Derby, Dudley
• Investment range: £150k+
• Minimum required capital: £50k+
• Contact:franchise@burgerboi.co.uk
• www.burgerboi.co.uk