Chain Leader

Bobby Flay is seven weeks into his entry in the burger wars with Bobby’s Burger Palace (BBP). Located in the Long Island suburb of Lake Grove, NY, Bobby and his partner Laurence Kretchmer have opened a fast casual prototype with 70 seats. Anything that Bobby does is going to be watched carefully, and written about critically, and this concept is no different. Do a Google search on Bobby's Burger Palace and you will be reading reviews and opinions for days.

Reports of $60,000 sales weeks have ushered in this burger baby to adoring crowds. GE Capital Solutions has financed future growth with a $5 million loan.

BBP takes a different tack than a lot of the other burger concepts, like Five Guys, that are expanding so quickly. One difference is that there is ambiance. Most of the other burger concepts offer a no-frills atmosphere, putting the focus strictly on the food. BBP has an attractive, vibrant atmosphere with a serpentine bar and table seating. 

Orders are placed at the counter where you pay, then delivered to your table when ready. This has become the norm in most, but not all, fast casual concepts.

The burger is a 6-ounce Certified Angus patty offered in 10 regional profiles that Bobby has developed. Among them are burgers named for Dallas, Philadelphia, Buffalo, Miami, Santa Fe, L.A. and Napa Valley. In addition to a beef patty, ground turkey or a chicken breast are also available. The prices range from $6.50 for a classic cheeseburger to $7.50 for the remaining burgers. Two versions of a grilled cheese and a single salad round out the entree selections.

The burgers differ from most of the competitors in that BBP uses a 6-ounce patty instead of serving two 3-ounce patties. The thicker patty should result in a juicier burger than two patties. Bobby, who never met a grill that he didn’t like, cooks the burgers on a griddle to retain their juiciness.

Sides include crinkle cut French fries, hot potato chips with a blue cheese sauce, and beer battered onion rings. Using a frozen fry product would appear to be a weak point in the head-to-head competition which will surely come from Five Guys, and others, who use a fresh cut fry. Bobby says that he chose the fry product based on his memory of eating fries on the boardwalk while growing up.

Milkshakes and malteds in 10 flavors are prominently featured on the menu. Unlike a lot of the fast casual competitors, BBP offers beer, wine and a frozen margarita. It’s a simple menu that puts the real focus on the name: Bobby’s Burger Palace. Danny Meyer sells killer burgers with his Shake Shack concept. And Bobby Flay has a lot to be proud of with his new Bobby’s Burger Palace. 

The humble burger keeps attracting 5-star talent, and the customer is definitely the winner in this war.