Prime Burger could be set for a rollout across travel hubs and leisure destinations following the acquisition of parent company, Magicgoal, by international concessions operator, Delaware North, MCA understands.
The deal will see Magicgoal’s founders, Sam Steele and Robert Tame, take on wider roles with Delaware North, as marketing and communications director and concept development director respectively. They will work alongside former Searcys chief executive Doug Tetley, who heads up the UK arm of the company.
Steele told MCA that this could see them develop concepts for Delaware, or roll out their own brands, which also include Rotisserie Chicken and Sandwich & Co.
She said: “We are mindful of the potential Brexit train that is hurtling towards us. It’s already affecting our workforce, wage costs and food costs. We started to consider how we could grow and consolidate what we have achieved.
“We were looking for a way that we could grow with someone bigger than us – to provide a safe harbour to weather the potential storms of Brexit. We looked at going down the venture capital route but what we feared was that the emphasis becomes on the bottom line and you risk losing the culture you have built up. We met Doug Tetley and his background is very similar to ours. He has an independent mindset and we hit it off straight away. It’s amazing that Delaware is such a big company but because it’s privately owned and is still very much run by the Jacobs family, it still has very similar values to ours, just on a bigger scale.
“We know about creating brands so hopefully we can add value to the entire Delaware portfolio. If that means building the Prime Burger brand and putting it into airports and stadia then that’s what we will do, but we also have the flexibility and the fleetness of foot to innovate and grow in-house brands.”
On the recent troubles for better burger brands, Steele said: “That has largely been a high street phenomenon and Prime Burger is not high street, it is designed to sit in busy travel and leisure spaces, where food is not the primary motivation but they don’t want to be let down by it. We know how to get the mix of quality and speed and to work at high volume. There is huge potential for that.”