Meat&Poultry - April 2012 - 50

BURGER NIRVANA

2002. In 2006, there were 76 US locations. At the end of 2011 there were 946 locations. Molly Catalano, director of communications for Five Guys Burgers and Fries, says the chain has attracted a loyal following, which has been instrumental in its success.
B Spot offers premium hamburgers made from a custom-blended grind. The 16 specialty burgers on the menu cost $6 to $9.
(Photo courtesy of Michael Symon Restaurants)

such as Applebee’s, have also had success selling hamburgers. Chains like Five Guys, as well as other regional independent operators, have only expanded the concept. “And consumers have responded by buying them,” Catalano adds. But it’s probably not a coincidence that chains like McDonald’s and Burger King are offering more high-end burgers in the wake of Five Guys’ and other regional chains’ success, including the iconic West Coast chain, INN-OUT Burger. McDonald’s introduced its Angus line of burgers a few years ago. Burger King recently introduced the Chef’s Choice Burger.

“I think it’s because we’ve remained true to our roots,” she adds. “We have a very simple product, and we haven’t changed our menu. We spend a lot of time on maintaining quality and simplicity.” Catalano says Five Guys is capitalizing on America’s long love affair with hamburgers. At the fast-food level, McDonald’s sales are soaring, she points out. Other restaurant chains,

and bacon like B Spot does, it does offer a high-end product that has fueled the better- burger craze. Five Guys opened its first location in Arlington, Va., in 1986. After opening five company-owned restaurants, Five Guys began selling franchises in

Chef’s special
Monnette isn’t surprised that prominent chefs like Symon and Bobby Flay, who opened nine Bobby’s Burger Palace restaurants on the East

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Coast, have turned their attention to the hamburger. “[The hamburger] is a platform that can be upscale or it can be valueoriented and convenient,” she says. “The chefs are using it as a platform to create their own burgers, and they see a lot of opportunity in it.” Consumers assume burgers created by Symon and Flay must be good, considering their culinary pedigree. Consumers also place value in the environment where they’re eating such burgers. If it’s Bobby’s Burger Palace, consumers have a higher perception of quality because the restaurant’s environment is a step above that of a fastfood restaurant, Monnette explains. For Symon, the B Spot chain is se-

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rious business. He says he used “the same thought process” opening his casual-atmosphere burger restaurants

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