US burger wants to become a habit for local foodies
Deal represents the first overseas agreement for Habit Burger Grill
Dubai: When it comes to burgers, there is always space on the UAE consumer’s table for a new one. The Habit Burger Grill of the US has picked out the UAE — and some of the other Gulf markets — as its “first international agreement”. The first location — operated by the franchisee Food Quest Restaurant Management — will open later this year.
In fact, the target is for Food Quest to develop more than 50 locations in the Gulf — including Saudi Arabia — in the next 10 years. “The UAE is one of the fastest growing hospitality and food and beverage markets in the world, due to a range of factors including a sustained appetite for new food concepts,” said Darryl Bearer, General Manager of Food Quest. “And therefore capable of absorbing newcomers to the market.”
There are currently 41 burger brands aiming for the local foodie’s taste buds, straddling all price points and preferences, be they prosaic or exotic. And the brand owners and franchise partners are going for some of the priciest locations, including prime ones outside of malls.
Can the latest option become something of a “habit” with consumers who may have seen it all? “We are more than confident ... the brand has been in business over 45 years with over 100 successful locations and recently voted America’s best-tasting burger,” said Bearer.
“The channel strategy for new F&B brands entering the market is always a priority. Our aim is to secure a pipeline of key flagship locations across the GCC to ensure Food Quest achieves a sustainable business model.
“I believe there is a huge potential for innovative F&B concepts to secure a share. Dubai’s food scene in particular is becoming increasingly diverse. People have their loyalties but there is always opportunity to tap into a new audience.”
“Having freedom to choose from a vast range of dining options has created a healthy curiosity among consumers and a healthy competition among the retailers.”
That confidence is mirrored in what John Phillips, Vice-President for Franchising at The Habit Burger Grill, has to say — “Nothing about The Habit Burger is generic. We were recently rated America’s best tasting burger in 2014 in a leading consumer magazine poll.
“We have had 44 per cent compound annual revenue growth rate over the last five years. We have established strong lunch and dinner sales (and) we are more than burgers.”
It was two years ago that the brand started on its franchisee operations. “Our expansion has been dynamic — we will open 26-28 company restaurants this year and three to five franchise restaurants in the US,” said Phillips. “We are exploring future international development in a thoughtful manner.”
