New fast-casual dining concept Yoh Burger Co is looking to challenge the existing food and beverage offering on forecourts, as part of its plan to develop a nationwide presence, MCA has learnt.
The business, which has just opened its first site at Fitzwilliam Services in Rotherham, is targeting “10-15 sites by 2020”, a spokesperson for the company told MCA, with the high street and motorway service stations also being considered as locations for openings.
MCA understands the concept has been launched by Fuzail Patel, managing director forecourt operator Redbeck Group, which had been looking to develop some land adjacent to the existing forecourt. “We originally planned to look for an existing brand to partner with, but then we decided to create our brand as we felt there was a gap in the market in terms of gourmet burgers in these areas,” said the spokesperson.
“We wanted to create a fast casual dining brand that we could roll out, to challenge the existing brands that are already on forecourts, as we feel there is poor choice in terms of food when it comes these locations,” said the spokesperson. “We wanted something that had longevity in terms of branding and style,” he added.
The company is just in the process of putting plans in place for a start work on a drive-thru concept, which it hopes to start work on in the next few months. Also located in Yorkshire, the drive-thru would be a bespoke build, and is likely to be the next opening from Yoh Burger.
“We have started in Yorkshire, but we are also looking at Lancashire, and even London, wherever we think is a good fit for the brand,” he said. The expansion is expected to be through a mix of company-owned and franchise sites, with its franchisee package in the process of being finalised.
In terms of high street locations, the company is looking at a mix of primary and secondary locations, high footfall is key, but it would also need to fit with the neighbouring units.
The concept, which it is targeting at students and young professionals, is similar to Subway said the spokesperson, in that customers can build their own burger. Yoh Burger also offers customisable milkshakes and desserts.
