Bristol-based The Burger Joint is opening its third site and its first in a residential area of the city, M&C has learnt.

The site, Fishponds to the north-east of the city centre, is expected to open by January depending upon a licensing decision.

Founder Dan Bekhradnia told M&C he wants to build a loyal base of regularly returning customers from the surrounding area instead of relying on passing trade in the centre.

The restaurant’s planning application received letters of support from around 150 residents who know the brand from its existing sites in Whiteladies and Bedminster.

Bekhradnia said of the new site: “We were specifically looking for somewhere out of the city centre. It’s not anywhere any of the other chains are in Bristol.”

The model will remain the same as the city centre sites but develop a steady following with residents instead of benefiting from passing day trade.

“I have always thought three sites is the limit for Bristol but it’s a big city and there are other areas we could consider going to depending on the success of Fishponds.”

Bekhradnia said the business model would have to be adapted to accommodate further expansion past a third restaurant – either in Bristol or another town.

The first Burger Joint opened six years ago in Whiteladies and has subsequently won numerous foodie awards for its build your own menu which contains thousands of potential burger, sauces and sides combinations.