Byron’s pop-up, the Shack, has already confirmed a range of festivals for this summer, including Glastonbury, Port Eliot, Camp Bestival, Rewind and Alex James’s Harvest.
The idea behind the Shack is to provide good quality burgers in temporary locations, said Byron founder Tom Byng.
The meat, recipe and cooking equipment used in the pop-ups is identical to those used in the group’s restaurants. All meet is sourced from small farms in Scotland, and delivered daily to Byron’s locations.
Restaurants in fields
“The Shack debunks the myth of the festival burger as a defrosted lump of overcooked rubbish,” said Byng.
“We serve the same proper hamburgers in a field as in our restaurants, delivered fresh daily and cooked medium on our custom-fitted chargrills. We’re excited about our festival season and the prospect of introducing our hamburgers to a new audience.”
The Shack menu will offer customers three choices of hamburger: classic (£6.50), with cheese (£7.50), or the signature Byron with bacon and cheese (£8.75).
The push to the pop-up side of the business comes at the same time as the rapid expansion of Byron’s high-street presence, with 14 sites currently in the brand’s portfolio since the first opening in 2007.
The 14th site, located in London’s Haymarket, opened last month, while two further openings are slated for this autumn.
Although the brand’s expansion potential remains primarily in London, Byng told BigHospitality that he wouldn’t rule out opening further afield if the right opportunity arose.
“We feel Byron would work well in locations like Brighton, Oxford and Cambridge, but we’re in no great hurry to expand out of town,” he said.