Five Guys, the popular US burger chain, will launch a breakfast offer in the UK tomorrow morning (7am) at its site in London’s Argyll Street.
The news of the breakfast menu comes as the group is believed to have secured a further site in London, in Ealing Broadway. M&C Report understands that the 20-strong chain has taken the 8 Treasures site for an opening in Q2.
The company has a further seven sites already secured for openings this year.
John Eckbert, UK managing director for Five Guys UK, told M&C Report last year that he was convinced that one day the brand would introduce a breakfast offer in the UK.
He said: “I thought we needed to launch breakfast right away, but thank god we didn’t because we nearly fell over when we opened just doing what we do best. We will eventually do breakfast in the right location, whether that is a transport hub or an obvious high footfall location. It combines two of our strongest ingredients, our bun, which costs 10 times as much as a McDonald’s bun and is a critical part of our offer, and our bacon. Everyone loves a bacon bap. We believe we will do a strong breakfast trade when we launch.”
The brand is to launch in Ireland after signing a franchise deal with Brett, Ross and Derry Desmond, the sons of financier Dermot Desmond. It plans to open 10 sites across Northern Ireland and the Republic, with Dublin is initial target location.
The group recently secured a third flagship site in central London, after acquiring the Café Rouge restaurant near The Strand from Tragus.
The chain, which hopes to open 22 sites in the UK this year, has also secured openings in Wimbledon, Nottingham and in the Old Brewery Quarter, Cardiff for the first half of the year.
It will open on 13 February in Glasgow Silverburn.
It hopes to eventually operate 175 to 200 “high volume sites” in the UK and plans to launch in Continental Europe over the next 18 months.
