The new crop of home grown, gourmet burger chains are undeniably sexy franchise businesses in the market.

But how are the 2023 brand location numbers playing out across the country in this fast-moving niche, and particularly after the challenging previous years?

If you think about it, it's really not that long ago, when the only dedicated burger franchise offering you'd see in a shopping centre, was a McDonald's in the food court.

Wow, how quickly this has changed in the past several years! 

It's definitely an attractive niche and on the wish list no-doubt, for many dreaming of a business.

We created this list to help make your research and decision making process easier. We'll update as the market changes, and as we get more information for you.

In many cases, the pandemic period has accelerated the growth of many brands, and seemingly encouraged others to expand as well.

Burger franchise brand movements up and down the list for 2023!

There has been an increase in unit numbers almost across the board for burger franchise brands in the market between the report periods. With some exceptions, it appears that the surge in delivery food enabled by the pandemic and food delivery apps, have powered the growth of many of the brands.

What is clear in looking at just the store numbers alone, is that for the most part, the older, more established brands have not added locations in any significant number in comparison to some challenger brands.

For the older, more established brands, the future seems to lie more in refining their offer, unit level profitability and retaining relevance in the market - the key challenge. 

This is shaping as a common indicator for many established brands across numerous niches with the power and leverage of social media seeing brands able to emerge rapidly and harness a following with much less money and time spent than was previously required.

After all, we’re seeing the enormous leverage a large engaged audience can grant in the right hands when we saw Mr Beast open up 300 burger restaurants simultaneously using delivery apps in late 2021, which we covered in detail as a red flag or thought bubble to QSR brands. 

At this stage we’ve not included virtual brands numbers who are delivery only in this list (not even pick-up available).

We’re also seeing a more refined and generally higher quality burger offer becoming a key differentiator in the market. And the challenger brands for the most part are bolder in their menu offer and have the willingness and flexibility to try different approaches. This is likely a lot easier to do at a smaller scale, and can often become harder to do the bigger they get in the market.

Plant-based burgers

We are also seeing a much wider acceptance and desire for plant-based options in the space. I’d think that this is relatively straight-forward for existing brands to respond to if they so desire, with adding those kinds of options to their menu. Thus, I don’t see that as an existential threat to any burger brands that some might want to claim. 

However, that is also not to say that in the near future a fully plant-based burger chain won’t be in the list, and higher up, that is a certainty in my view. 

The biggest movers up and down the list for 2023

Carl’s Jr and Pattysmiths deliver on impressive growth

Both brands had a dramatic jump in location numbers across the report period. For sure the Carl’s Jr position is one of bigger locations with the Pattysmiths commonly being smaller footprint stores. 

Both brands were ones we marked clearly in 2020 as ones to watch in their approach to the market. Carl’s Jr brings a certain USA big-brand type of feel to it and looks to be aligning its offer and menu as an absolute viable offer and alternative to McDonald’s and Hungry Jacks in this market for consumers.

If indeed Wendy’s burgers does enter the Australian market in a meaningful way, it will be interesting to watch the impact that has on the expansion of a brand like Carl’s Jr. As it is not just the head-to-head consumer consideration for that end of the market, but do potential investors into the business get spooked in some way if an even bigger brand with perceived deeper pockets and brand weight is also eyeing off a large chunk of the market? That is like an unseen impact to a franchise brand.

Burger Urge drops away

I’d consider the biggest ‘fall’ in the list to have been that of the Burger Urge brand. 

However, to many this fall would not appear as apparent, and is clearly a matter of opinion. While the brand has not fallen at all in location numbers, and stayed the same in the period, a brand like Pattysmiths surging past it, I’d consider to be a yardstick and key factor. 

On the surface, they’d be more like-for-like to a franchise opportunity seeker, and then with Carl’s Jr in a different type of burger business also surging ahead. 

The business has had well-reported challenges with the franchise company being placed into liquidation in 2022 after a dispute with former Chairman Tom Potter (ex-Eagle Boys Founder).

1. McDonald's - 1,033 locations (AU) (April 2023)

Compared to 1,000+ as at Oct 2020

UP 33 locations (previously in 1st place)

After hitting the Australian market in the early 70's, McDonald's has been a staple in the market since. For so long, its burgers mainly competed with Hungry Jacks and the corner milk bar burger. With the explosion in local specialty burger chains, arguably the global giant 'blinked' more recently with the Create your taste, hand crafted burger range, which has been withdrawn. 

Additional insights in April 2023

As more premium styled burger locations become more prevalent with the growth in so many of these style of brands, it just feels like consumer expectation and demand will continue to shift in that direction.

 While the brand and consumer audience clearly knows where it fits,and it fits well, I do wonder at what point this could trigger some form of progressive menu response. From my observation, there has been very little burger menu innovation for some time, suggesting the impact of the hugely significant and removed ‘Create Your Taste’ innovation from several years ago must hang large over the brand.   

McDonald's does not shy away from what they say it takes to become one of their franchisees.

Amongst some of the listed requirements are; to commit full-time and unpaid to a 12 month training program, you're open to the challenge of relocating to a remote town anywhere within Australia, you're looking to make a 20 year commitment, and McDonald's would be your only business nor will you work anywhere else.

They ask for your CV and a cover letter explaining why you think you'd be a great partner.

They do it like nobody else, that is for certain…

Unfortunately, the issue of wage scandals (right or wrong) has felt like a fairly consistent presence across the period.

• CEO = Antoni Martinez
• Headquarters located = Sydney, NSW
• Franchising Since = 1971 (first in Australia)
• Investment = $2mil (approx) 
• Initial Franchise fee = $60,000
• Ongoing Fees = 4% advertising fee & 5% royalty fee & monthly rental fixed base+
• Training = 12 months (min) (full time, unpaid)

Social Media Presence 

(First number is Oct 2020, second number is April 2023)

• facebook = 80,591,352 (global) followers | 82.2m (Global) followers
• Instagram = 159K followers | 179k (AU) followers
• Twitter = 32.5k followers | 39.8k (AU) followers
• LinkedIn = 1,230,277 (global) followers | 1.9m (Global) followers
• TikTok = 175.1k followers

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2. Hungry Jacks - 449 locations (April 2023)

Compared to 420+ as at Oct 2020

UP 29 locations (previously in 2nd place)

Hungry Jacks (aka Burger King in the USA), has been a permanent presence in the Australian market basically since the arrival of McDonald's. 

The brand has a high proportion of company owned and run outlets, with a lower % of stores owned and operated by franchise partners.

Additional insights in April 2023

Very little seems to have changed in the brand's presentation to the market, and from observation, this seems to be the same at store level. The locations do still appear as tired and in need of refresh.

The brand has added significantly to its overall offer in the period that has nothing to do with burgers. The adding of coffee via ‘Jack’s Cafe’ to 400+ stores during the period, is an enormous effort. And from a franchise opportunity seeker perspective, this can only add more upside and potential in my view compared to previous.

There is very little information on the surface about becoming a Hungry Jacks franchise owner, other than 6 point short statements on some basic requirements, and to make contact if you fit them.

• CEO = Chris Green
• Headquarters located = Sydney, NSW
• Franchising Since = 1971
• Investment = $2.6mil (approx) 
• Initial Franchise fee = TBA
• Ongoing Fees = TBA
• Training = TBA

Social Media Presence 

(First number is Oct 2020, second number is April 2023)

• facebook = 663,733 followers | 660k followers
• Instagram = 63.3K followers |71.5k followers
• Twitter = 11.8k followers |13.3k followers
• LinkedIn = 15,719 followers | 22.3k followers
• TikTok = 28.8k followers

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3. Oporto - 180 locations (April 2023)

Compared to 172 as at Oct 2020

UP 8 locations (previously in 3rd place)

Owned by multi-brand operator, Craveable Brands, which also operates the Red Rooster and Chicken Treat brands. 

With the vast majority of stores located in NSW, the brand is focusing on growth in the QLD, VIC and WA markets in 2020. The brand has also had expansion into Singapore and Sri Lanka recently as well. 

Additional insights in April 2023

As a brand in the Craveable Brands stable along with Red Rooster and Chicken Treat, the franchising information level and style is similar. However, again the brand has an extensive set of video messaging from the support team and existing franchisees which is informative and very good, alongside an informative set of FAQ’s.

While looking over the brand franchise information several months ago for a different list, it appeared to me at the time that it had lost momentum across the pandemic period in its presentation to the market. Looking now, this is not the case, with the franchising page having what I’d suggest is the most extensive amount of fresh content on all aspects of being in the brand.

Regular stories of franchisees in the business in ‘ Familia News’ and ‘Brand News’ for broader information that involves the brand, is a strong and consistent presentation of the brand along with all the video material. This shows a whole bunch of ‘real people’ behind and in the brand, which is so regularly missing in many franchise brands.  

Just 3 locations are currently listed for sale on the website, all being drive thru’s in Queensland.

• CEO = Helen Moore
• Headquarters located = Chatswood, NSW
• Franchising Since = 1986 (brand started)
• Investment = $450k - $900k
• Initial Franchise fee = $50,000
• Ongoing Fees = 4-6% advertising fee & 6% royalties
• Training = 10-12 weeks

Social Media Presence 

(First number is Oct 2020, second number is April 2023)

• facebook = 144,176 followers | 145.5k followers
• Instagram = 13.7K followers |18.9k followers
• Twitter = 2,475 followers | 2.5k followers
• LinkedIn = 2,365 followers | 4k followers
• TikTok = 16.2k followers

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4. Grill'd Healthy Burgers- 150+ locations (April 2023)

Compared to 136 as at Oct 2020

UP 14 locations (previously in 4th place)

Launched in 2004, the brand has always positioned itself heavily as 'the healthy burger' option in comparison to the burger competition. 

Interestingly, this is another brand with a high ratio of corporate run stores, and this number of appears to be growing with the % of franchise owned locations shrinking. The founder, Simon Crowe remains MD in the business.

Additional insights in April 2023

The Grill’d franchise information page actually has quite a lot of information on it. It is a bit of a beige baby though with very little illustrative flair, just pretty much the facts, albeit in a lot of informative detail. No personal faces to the brand, no video presentation, no brand leader or personality(s) behind the brand to be seen.

The brand is very clear and open (which is helpful) with regard to the requirements to become a Grill’d franchise partner. The investment range at the time sys that you will need to have access to funds of a minimum of $546,000+gst.

The main call to action is a ‘Click here to Apply’, where it appears the expectation is to put in a significant amount of detail to initially enquire. With a key focus on their ‘trophy cabinet’ (9 of 13 of awards listed are 2013 or earlier, which makes it a  little odd as a key feature on their franchise page. 

It also has a list of key things they are looking for in a franchise partner, and it almost has a feeling of a ‘take away sell’, whereby they present an exclusive tone of whether you are worthy of being considered. That’s just how it feels a bit to me.

I suspect it has a lot to do with the fact that the brand seems to have in the vicinity of 70-75% company owned locations, thus less and less franchise owners.

I am seeing a bit more of this in the market of brands being quite narrow in their initial presentation, in order to not attract ‘tyre kickers’ and attract quality leads only. This may have an initial positive impact on conversion ratios, but I do wonder about some brands running the risk of making themselves look too unattainable / unattractive at times to what may well be solid candidates currently just outside the criteria for the short-term, but solid in the medium future.

• CEO = Adam Stapleton and Simon Crowe (MD)
• Headquarters located = Melbourne, VIC
• Franchising Since = 2004 (first opening)
• Investment = $555,590 to $885,700
• Initial Franchise fee = included in investment cost
• Ongoing Fees = TBC
• Training = TBC

Social Media Presence 

(First number is Oct 2020, second number is April 2023)

• facebook = 169,406 followers | 173k followers
• Instagram = 48.7K followers | 57.4k followers
• Twitter = 15.8k followers | 14.9k followers
• LinkedIn = 11,721 followers | 15.2k followers
• TikTok =  2.4k followers

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5. Carl's Jr - 46 locations (April 2023)

Compared to 23 as at Oct 2020

UP 23 locations (previously in 6th place)

A brand to watch with a product offer that looks nicely balanced for the Australian market, and with some authentic Americana mixed in. After what seemed a tentative push initially into the Australian market, the number of locations being added seems to have quickly accelerated.

Already operating in over 30 countries, sights are set on up to 300 locations in Australia over 10-15 years. At the time of writing, the brand is often announcing new openings through VIC in the midst of the covid crisis.  Keep an eye on this brand.

Additional insights in April 2023

The growth of the brand has been impressive across the period, of note though, there is roughly a mix of 50/50 franchised and company owned stores currently in this location number as well.

With locations in Victoria, New South Wales, South Australia and Queensland, the brand owner decided on an approach with multiple license rights holders across states in Australia. So different private entities are developing the brand in different states. 

This means that the presentation of the brand from a franchise offer perspective is a little fragmented and depends on where you live. It feels like a disjointed franchise expansion to the Australian market as a result, and I think this could be to the detriment of this brand's growth into the future. Perhaps this regional developer approach is one the international brand owner was used to success in their primary US market.

With a centralised Australian consumer website, the franchise information links appear to take you to the pages of the license holder depending on your location. This multiple licensee, disjointed franchise opportunity offer, unfortunately manifests in very little information available at face value about investing in the brand in our market, which is a poor result for transparency which I believe may be an impediment to growth at some point.

• CEO = Max Wetzel
• Headquarters located = Franklin, Tennessee, USA
• Franchising Since = 2016 (arrived Australia)
• Investment = $1,038,374 - $2,217,366 USD
• Initial Franchise fee = $37,500 USD & Territory Reservation Fee $10,000 USD
• Ongoing Fees = 5% royalty fee / 4-7% Marketing (Divided between Regional Ad Coop, International Advertising Production Fund and Local Restaurant Spend)
• Training = 12 weeks

Social Media Presence 

(First number is Oct 2020, second number is April 2023)

• facebook = 95,413 followers | 111.5k followers
• Instagram = 16.4K followers | 22.3k followers
• Twitter = 5,705 followers | 4.7k followers
• LinkedIn = 1009 followers | 1.1k followers
• TikTok = 18.8k followers

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6. PATTYSMITHS Premium Burgers - 34 locations (April 2023)

Compared to 9 as at Oct 2020

UP 25 locations (previously in 8th place)

An interesting offer to the market with the brand owned by ConceptEight, which also operates Noodle Box, Wokinabox, Alabama Wings, and Supreme Leader (Korean Krispy Chicken). 

While operating the burger concept as the core part to the franchise, Concept Eight are also integrating other brands into some of the same locations where appropriate, as co-brand, and or operating as 'dark kitchens' for food delivery services for multiple food offers.

A growing approach to getting the most out of the investment of an owner into their franchise. Another brand to watch.

Additional insights in April 2023

A really strong growth result by the brand across the period moving from 9 locations to 34, all franchised.

The brand owner, ConceptEight, remains one that is heavily involved in experimenting with combinations of other food offerings as ‘virtual’ brands out of the same locations in their brand stores.

It is far from a strong franchise information page with a very basic form and a couple of dot points on what they are looking for in a franchise partner. No detail on the offer, no personalities behind the business, video presentation or support team in sight. There is however, a nice video off the main consumer page (odd spot for it) at the bottom upon clicking the 'franchising' link of a franchise partner' story - nice video.

With that in mind, with such little information or presentation on becoming a franchise owner, it would lead me to suspect / guess, that quite possibly, a portion of the franchise locations growth has come from existing owners within the ConceptEight ecosystem of brands (such as Noodle Box, Wok in a Box) adding an additional food brand to their offer. Can’t be certain, but I’d suspect a portion of them.

However, in saying all that, on the ConceptEight (holding company) business website, they have a significantly more detailed ‘own a franchise’ page with a lot more detail on it. There is an impressive amount of detail here, which makes me wonder why they don’t put the similar detail as well on the actual Pattysmiths franchise information page. 

Interestingly, the details state that a Pattysmiths franchise also gets an ‘Alabama Chicken & Wings’ brand addition for no additional cost or equipment needed. And that depending on size, other brands could be added. These can then trade out of the same location, and in particular serving the delivery apps market.

The brand also purchased the premium burger brand Huxtaburger as well earlier this year.

• CEO = Grant Lee
• Headquarters located = Abbotsford, VIC
• Franchising Since = 2018
• Investment = $250k - $300k approx
• Initial Franchise fee = $30,000
• Ongoing Fees = 3% advertising fee & 7% royalty fee + $150 mth licence fee
• Training = TBA

Social Media Presence 

(First number is Oct 2020, second number is April 2023)

• facebook = 5,967 followers | 10.1k followers
• Instagram = 13.6K followers |16.7k followers
• Twitter = 2,242 followers |
• LinkedIn = 71 followers | 239 followers
• TikTok = N/A

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7. Burger Urge - 27 locations (April 2023)

Compared to 27 as at Oct 2020

Even locations (previously in 5th place)

The chain has just a handful of locations outside the QLD market as it pushes interstate to NSW and VIC. With the new appointment of CEO Shawn Kerr in Sept 20, the brand is gearing up for growth both domestic and internationally.

Additional insights in April 2023

The brand has pretty much stood still while other brands in the space push forward. No doubt distraction from legal proceedings that hung over the brand for a lengthy period did not help, ultimately resulting in the franchising entity being put into liquidation.

The franchising information page has very little information on joining the brand. The video on the page is a consumer focused 60 second presentation on the food and atmosphere. The brand claims ‘low capital entry with high returns’ on the page.

The brand also refers to itself on their information page as ‘the second largest gourmet burger food franchise in Australia.’

The site lists four locations currently available, one existing and the rest new locations.

• CEO = Shawn Kerr
• Headquarters located = New Farm, QLD
• Franchising Since = 2012
• Investment = $250k - $500k
• Initial Franchise fee = $30k
• Ongoing Fees = 3% advertising fee & 6% royalty fee
• Training = 12 weeks

Social Media Presence 

(First number is Oct 2020, second number is April 2023)

• facebook = 66,915 followers | 75.4k followers
• Instagram = 27,2K followers | 28.5k followers
• Twitter = 273 followers | 269 followers
• LinkedIn = 753 followers | 1.7k followers
• TikTok = 7.5k followers

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8. Burger Road - 10 Locations (April 2023)

Compared to N/A as at Oct 2020

N/A  locations previously (not in previous list)

A brand new entrant into the list with 10 locations currently in Melbourne alone. A premium positioned burger brand with the site giving me a bit of a Milky Lane feel as far as the style of the menu offers.

They describe themselves as “...a modern-day food joint, that excels in curating friendly experiences over some mouth-watering burgers, wings, fries and shakes.”

The founders have also operated a number of company owned stores and have been quoted referencing opening company stores first into new states that they wish to grow the brand in in 2023 and beyond.

There is very little information on the franchise offer, even though it appears the franchise offer is relatively early in the piece. I still would have expected a little more detail for a potential prospect on the initial proposition before an enquiry. One existing business resale is on the market on multiple brokerage websites.

I like the look of the offer, love the branding, website look and menu as displayed, and I look forward to visiting one of the locations when in Melbourne soon for a look ourselves!

• CEO = Ishu Singh and Anna Dewan (founders)
• Headquarters located = Melbourne, VIC
• Franchising Since = first store opened 2017
• Investment = TBA
• Initial Franchise fee = TBA
• Ongoing Fees = 2% marketing fee & 5% royalty fee
• Training = 4 weeks in-store

Social Media Presence 

• facebook = 9,791 followers
• Instagram = 12.9k followers
• Twitter = NA
• LinkedIn = 17 followers
• TikTok = 147 followers

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9. Milky Lane - 8 locations (April 2023)

Compared to 8 as at Oct 2020

Even locations (previously in 9th place)

Burgers with a point of difference with the addition of cocktails and deserts. Self-described as a 'designer burger place', the brand aims to impress as much with it's environment and atmosphere, as it does it's burgers and broader offer.

A very much on-trend, impressively presented brand, where by observation, it seems no detail is over looked for it's contribution to the brand persona.

Additional insights in April 2023

The only brand in this list that provides an information booklet without requiring you to register your details. I love the fact that they do this from a transparency in franchising offer perspective. 

Yet the marketer in me thinks they should also be holding that volume of detail back just a little in order to ensure they receive more registered interested party enquiries. An observation is that the document may be a little out of date with some numbers and years mentioned in it. 

In that document, the brand makes the point that there will be 40 locations in Australia which adds an element of scarcity and exclusivity, and lists trademarks in multiple countries around the world.

I also like the fact that the information welcoming a franchise prospect to the site is written in the voice of the brand founder.

It is apparent that the expansion pace has tempered from earlier indications across the challenging pandemic period. What does jump out from an operations and management perspective is the geographical spread of locations. Of the 8 stores having single locations in places like Newcastle, Canberra, Brisbane, Gold Coast, Perth, it does stand out in the context of efficiency in managing an operational support base at this scale.

I think the brand is a real stand out, with great product, presentation and atmosphere, and a unique offer in the space. I’m hoping that the great momentum previously generated can be regained.

• CEO = Pete Haselhurst (MD)
• Headquarters located = Sydney, NSW
• Franchising Since = 2016 (started)
• Investment = $250k - $650k
• Initial Franchise fee = $70,000
• Ongoing Fees = 2% advertising fee & 6.5% royalty fee
• Training = 12 weeks

Social Media Presence 

(First number is Oct 2020, second number is April 2023)

• facebook = 157,132 followers |219.5k followers
• Instagram = 167K followers | 227k followers
• Twitter = NA
• LinkedIn = NA | 595 followers
• TikTok = 27.6k followers

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10. Huxtaburger - 7 locations (April 2023)

Compared to 9 as at Oct 2020

DOWN 2 locations (previously in 7th place)

Stores spread across VIC, WA and NSW and positioned as a premium burger offer, the brand is also looking to expand into NZ. Three hospitality 'legends' launched the brand off the back of their awarded restaurant in 2011.

Claiming they 'started Melbourne's burger craze back in 2011', the brand certainly has a premium feel, look and exclusive approach to it.

Additional insights in April 2023

The brand has been purchased by multi-brand owner ConceptEight (Pattysmith’s Burgers, Noodle Box and more).

Interesting purchase by ConceptEight of this premium burger brand which appeared to be stalled in its growth before this transaction. In looking at the franchise offer page, there is not a lot of information there, and what is there does look a little dated and with not a great deal of real detail to go off.

The imagery and story telling of the founders in the business and the link to them, is a nice touch and grounds the business in some authenticity that is missing from several brands in the market. 

I like the listing of the media pieces the brand has been in on this page as a catalogue of historical stories on the brand. The only difficulty becomes if the brand has not added any media content (or not received any) since 2020. 

I actually don’t think the site is a very good representation of the brand and offer, is probably a little too cool, and is making the brand look significantly less dynamic than a number of brands seen in this list as a result. It all feels like the brand looks a little unsure of where it wants or needs to position itself in the competitive market. 

• CEO = Jason Geriesi (COO)
• Headquarters located = Collingwood, VIC
• Franchising Since = 2011 (first store) franchised from 2016
• Investment = starts from $250k - $550k
• Initial Franchise fee = $60,000
• Ongoing Fees = 1% advertising fee & 6% royalty fee
• Training = 12 weeks

Social Media Presence 

(First number is Oct 2020, second number is April 2023)

• facebook = 15,001 followers | 15.4k followers
• Instagram = 24K followers | 24.6k followers
• Twitter = 5,816 followers | 5.4k followers
• LinkedIn = 418 followers | 703 followers
• TikTok = N/A

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11. Ze Pickle - 6 locations (April 2023)

Compared to 5 as at Oct 2020

UP 1 location (previously in 10th place)

Another brand that has taken the premium burgers mixed cocktails, craft beers, music and original designs per location. Of note the franchise has been started by three guys (Aaron, Nathan and JD), who were previously franchise owners of another successful food brand, and felt it could be done differently.

No staff uniforms, preferring individuality to shine through. Started on the Gold Coast, and has spread wider to locations in Brisbane and Noosa thus far.

Additional insights in April 2023

The brand has just dropped outside the top 10 in this updated list despite adding an additional location in the period. A number of other local-based brands are in the market in and around this location number. Their site records one location currently closed for relocation.

• CEO = founders - Nathan Zuckerman, Aaron Wilson, Joey Day
• Headquarters located = Burleigh Heads, QLD
• Franchising Since = 2012 (founded)
• Investment = $350k - $500k
• Initial Franchise fee = included in investment
• Ongoing Fees = 2.5% advertising fee & 7.5% royalty fee
• Training = TBA

Social Media Presence 

(First number is Oct 2020, second number is April 2023)

• facebook = 41,200 followers | 40,171 followers
• Instagram = 47.2K followers | 45.5k followers
• Twitter = NA
• LinkedIn = NA
• TikTok = 4.1k followers

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Note: And of course, please contact the brands direct for the most up to date information, as while we've done our best to be as accurate as possible, we know some of this information can be a moving target at times unfortunately!