Attack of the Killer Burgers - The Next Big Thing

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Lane Cardwell

Attack of the Killer Burgers
February 13, 2008

What is it about the simple hamburger that has our industry on fire to present the dining public with more and more concept options for this product? Apparently restaurateurs have long been tuned in to the fact that the words diet, low fat, low cholesterol and heart healthy exist in a parallel universe to the primal need for a great hamburger.

Have you been to a Five Guys yet, or watched in fascination as they have quickly reached the 200+ unit count? I am told that this heavily franchised concept is practically out of territory in the U.S. for hopeful franchisees. What's the appeal? Time travel for much less than a $10 bill. Buy a hand pattied, fresh burger, some fresh cut fries cooked in peanut oil, and a soft drink, and you are back in the 60's with all of the memories of what these products tasted like when they used to make you smile as you ate them.

The Counter, a California cult favorite, has reached the Dallas suburbs with its "tell us how you want us to make it for you with our 61 options" approach to building a burger. Dallasite Rich Hicks, with Tin Star in his background, has opened Mooyah, his entry into the burger races and has hopes of being the next Five Guys.

Greg Cutchall, franchisee extraordinaire, has just opened Burger Star in Omaha with a format that takes Five Guys to the next level and capitalizes on the appeal of The Counter with its customer customized approach to the burger.

And, oh my gosh, Bobby Flay soon will be opening Bobby's Burger Palace just outside New York City with a quick casual format. Danny Meyer, also of New York fame, has been crowding the streets of New York with long lines for a few years now at Shake Shack, serving a truly craveable burger with his counter service concept. Formerly open only seasonally, the demand for a great burger has resulted in it now being open year round. I expect the James Beard Foundation will be presenting "Best Burger" awards anytime now.

Phil Romano, with his roots in Fuddrucker's, and who later developed Romano's Macaroni Grill, Spageddie's, Cozymel's, Rudy's BBQ, Eatzi's, Nick & Sam's Steakhouse, and many other concepts, has had Who's Who Burgers in Dallas for several years now. Why? Because he wanted a place to go when he wanted a great tasting burger, and assumed that there were others like him. And there are.

I believe that when it comes to making a truly great burger, a quote from Malcolm Knapp is appropriate. "The restaurant business is simple. Simple is hard."

Go forth and prosper.

Posted by Lane Cardwell on February 13, 2008 | Comments (7)

Industries: Expansion, Marketing, Menu Development

February 13, 2008
In response to: Attack of the Killer Burgers
Tommy commented:

Hey,friend...what abotu In and Out Burger? The original. None other. Eveyone else is an imposter... Tom Rector (www.foodserviceu.com)

February 14, 2008
In response to: Attack of the Killer Burgers
Lane commented:

In and Out Burger is the gold standard for any burger chain of size. They are my favorite. I didn't mention them on purpose (wrongly) because I was trying to point out the upstarts. But you are right, I should have at least mentioned where it all began. And where it continues to be executed at the highest levels. ..Lane Cardwell

February 18, 2008
In response to: Attack of the Killer Burgers
TastinJoe commented:

You all need to try Five Guys. They are extremely comparable to In n Out and their fries are better (similarly hand cut). Also the price range is the same.

February 18, 2008
In response to: Attack of the Killer Burgers
BurgerMan commented:

In-n-Out doesn't compare to Five Guys. I used to be In-n-Out's best patron until I moved to the east and tried Five Guys. Five Guys simply has better quality meat, bread, and their fries are waaaaay better. Don't get me wrong, I still love In-n-Out, but if they were side by side, I'd hit Five Guys anyday.

February 19, 2008
In response to: Attack of the Killer Burgers
Zed's Fed Baby commented:

Have you guy’s stopped watching Oprah and dropped your GQ subscriptions? According to these two fine sources, Le Tub Saloon’s Sirloin Burger is the best. To Lane’s fine list I would add the Burger Bar at Mandalay Bay, 25 degrees at the Hollywood Roosevelt Hotel, and Thomas Keller’s new place in Napa when it opens. As for my favorite burger it was Chili’s Oldtimer with Cheese, vintage 1979. It was a half pound of 100% fresh cow meat, cooked medium rare, seasoned, and topped with cheap American cheese, served on top of the holy quartet of burger condiments (chopped lettuce, chopped onions, slice tomato, pickle) on a toasted white bun spread with French’s mustard.

April 9, 2008
In response to: Attack of the Killer Burgers
Joe commented:

I agree with the comment about the Burger Bar at Mandalay Place. All meat is ground there and hand formed. But, try the Buffalo Burger. It has Waaaaay more flavor than beef ever could, with less fat and calories. And, none of the hormones or additives that today's beef has.

November 18, 2008
In response to: Attack of the Killer Burgers
shelly aba commented:

Five Guys ROCKS! I am a manager for them and we just opened the austin TX location and have the most sales in the company. I love my job.