Craft-burger business, Burger Drop sees potential for 150 sites across the UK and has long- term plans to expand internationally, according to co-founder Hasan Hamid.
The Newcastle-based brand was founded by Amer Qayyum and Hasan Hamid in 2020, and last year announced the launch of a national franchising initiative alongside newly appointed franchise director Paul Davies.
Burger Drop aims to secure 3-6 franchisees in the current year, and then double that number with one opening per month in 2025.
Hamid says the brand has so far received leads from “all ends of the country”, with key target markets including London, Leeds, Manchester, Birmingham, Nottingham, Edinburgh, and Glasgow.
“We are targeting big metro cities,” he says, adding that university locations are a key focus of its strategic expansion.
With global expansion on the horizon, the brand has also had franchisee interest from overseas countries including France, Canada and India.
“We want to double down on the 150 stores in the UK, and if international expansion happens earlier than that, then we will follow suit based on the quality of franchisee that comes forward”, he tells MCA.
Discussing how the brand would tweak the model whilst entering new markets, Hamid said Burger Drop would focus on a range of formats, to flex around different location types.
“We have created four models in the business, ranging from kiosks to flagship stores.
“If there is a great opportunity somewhere, we’ve got an adaptable model which will allow us to operate in different types of units.
“For example, if it’s a high footfall area but we haven’t got space to run a full dedicated restaurant, we’ve got flexibility within our model to operate a kiosk.
“We can then still have brand presence and high profitability, but it just gives us that adaptability.
This suits Hamid’s long-term plans to open in locations such as travel hubs, airports, shopping centres, and theme parks.
“In order to do all of that, we have to be flexible,” he says.
The director is confident that the brand’s experience-led positioning will suit a variety of models.
With a focus on premiumisation, and a step away from the fast-casual space often associated with the category, “The point of difference is we’ve gone for the affordable luxury element,” he says.
“When you look at the deco, the style of the restaurant, the menu – it is very different from our competition.
Hamid says this is in line with consumer trends in the market, with a high demand for the “gourmet experience”.
“It gives us a wider net, because people can come here on a date and not feel that it is too casual, or people will come here for birthdays, or with their families.
The brand is also doubling down on lunchtime trade, with a new menu specifically for this day part.
“Many people want a bit of a lighter menu for lunch, and something that is light on the pocket.
A new lunch menu will offer smaller versions of Burger Drop’s standard menu items, which will be offered at a 35% lower price point.
