Episode89

Burgertory is a fast growing fast casual burger business currently with 18 locations in Victoria and a location about to open in Sydney, as well as Master Licenses sold internationally.

In Episode89 - In this broad discussion around the brand and business model, Hash Tayeh, CEO, and Tarun Sachdeva, Global Strategy Partner, explain key aspects of the brand in detail.

Hash didn’t actually believe in the franchising business model for some time, until he had proven the concept himself with his own corporate stars that he ran for some time.

With a site selection strategy described as ‘tactical site selection’ and placing on the outer edges of shopping centres to increase trading hours and potential, the brand has stores ranging in size from 60m to 200m. 

The kitchen is not large, and is importantly not made up of a significant amount of equipment in comparison to other QSR type brands. This keeps space and equipment cost down, and is in line with her production principles of the business.

NSW is a key focus for the brand in 2025, along with international partnerships and master franchisee approaches for other states of Australia.

0:00 Intro

0:46 Describing the Burgertory concept

1:46 Site numbers atm in VIC and internationally happening as well

2:16 Hash didn’t believe in franchising for some time and ran his stores on a corporate basis but adjusted

3:07 Proving the concept before choosing to sell franchised stores

3:50 The customer experience in Burgertory, not just about the burgers

4:42 Engaging architects to help deliver an experience aesthetically in every store

5:37 Every location is a bit different

6:01 The branding and styling of the business that started as a single store in Kew in Melbourne in 2017

7:14 Entry costs in the business and their approach while still maintaining their design philosophy, and even interest free vendor finance for the right people on occasion

9:09 Not a big kitchen and a lot less equipment needed within the business’ commercial kitchen

10:01 The difference of Burgertory (fast casual) v McDonald’s, Hungry Jacks (fast food) and the reduced space needed for smaller production

10:58 Site selection strategy and their ‘tactical site selection’ approach, with stores from 60m all the way up to 200m in size

13:04 Having a store and head office attached to use it as a test store, training and product trial store

13:22 Benchmarking in the industry and the comparison 26-28% in both labour and cot of goods (COGS)

15:25 The future for the brand, key focus in NSW in early 2025 in addition to the international partnerships and master franchisees as brand ambassadors on a state by state basis in Australia

16:37 Boycotts globally are giving opportunities especially in the Middle East for the brand and Tash believes not being discussed enough

17:20 Wrap up

Podcast Produced by: The Franchise Business HUB

Listen or Watch on SPOTIFY HERE | Listen or Watch on Apple Podcasts HERE

Listen or Watch onAmazon Music HERE