BurgerFi to bring back the golden age of hamburgers

By Stefan Chomka

- Last updated on GMT

BurgerFi to bring back the golden age of hamburgers

Related tags: Hamburger

US better burger concept BurgerFi has opened its first UK location, in London’s Wembley Central shopping centre, with a second due to open in Woburn Place near Russell Square before the year end.

The company, which was founded in Florida in 2011, operates around 80 sites in the US and last year signed an agreement with Ground Round, led by Rolling Stones' Ronnie Wood’s son Jamie, to open restaurants in the UK.

Global ambassador Steve Lieber says that BurgerFi is attempting to revive the golden age of the American hamburger before its mass commoditisation by fast-food companies caused a deterioration in its quality and that it has a more family-friendly image than some of the recent US burger entrants into the UK. 

He said the brand will have a ‘considered’ expansion and is aiming to open six to eight sites in the capital in the next few years before looking further afield.

“We saw how the burger had gone from a beautiful, fire engine red patty to a dingy product like a grey hockey puck, and so we identified an opportunity in producing a better burger,” he said. 

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