London-based hamburger chain Hamburger Union has signed a franchise deal with the ITC corporation of Kuwait to open 10 units in the Gulf by 2012.
The chain, of which there are currently six in London, was founded by Hugh Fowler in 2003 but stepped up the pace of the expansion plan last year, opening three of the six sites from June 2006.
Fowler said that sales across the existing sites are up eight per cent on last year and that the brand's longevity is partly down to its market positioning. "We deliberately avoid the labels ‘premium' or ‘gourmet', which means we appeal to a far greater and more diverse demographic than our competitors – hence we have more options in terms of where we choose to open sites and we obviously have a far greater target audience. Everyone loves a burger – but it's a simple pleasure and does not need satay sauce or a pineapple ring on top to justify eating it."