Monday, December 31, 2018

[UPDATE] Baby Burger Chain Burgerim Planning Tremendous Growth

Burgerim, an Israeli burger chain which has one location open in metro Atlanta, now lists five others as "coming soon."  The one existing location is situated alongside Taco Mac in the street level retail of the Metropolis condo building on Peachtree Street in Midtown.  There, Burgerim occupies a 2,700 square foot space along Peachtree Place with limited visibility from the main road.  ToNeTo Atlanta first reported on the opening planned in October 2016, but it was not until October 2018 that the restaurant actually opened.  
The reviews of the restaurant are tepid, at best, with a collective three star rating on and an alarming number of one or two star reviews, of which most cite poor service, long wait times and just OK food. 

The shtick at Burgerim is that it sells not sliders, but mini-burgers, weighing in at about 2.8 ounces. The menu includes nine patties to choose from as well as chicken wings, chicken strips, salads, assorted fries, onion rings and desserts.

The idea is not altogether revolutionary and Atlanta certainly has its fair share of "better burger" concepts.  That said, the company, through independent franchises, has an incredible number of new restaurants in the pipeline across America.  In addition to the five more planned for Georgia, the company has over 200 more coming soon!  

According to its website, the largest markets for the chain are California, Texas and Florida.  There are currently over 50 locations open in California with another 90 or so coming soon.  Texas is already home to about 20 restaurants with nearly 50 more coming soon.  Florida has seven locations open with more than 30 more in the pipeline.  

Interestingly, Burgerim's U.S. headquarters are in Encino, California, on Ventura Boulevard, not far from where Menchies, a frozen yogurt franchise and MidiCi, a pizza franchise, are also based.  Both Menchie's and MidiCi are owned by entrepreneur Amit Kleinberger who has a knack for selling an absurd number of franchises, in the case of the pizza chain, before the first even opened.  

It's hard to imagine the burger chain being able to sustain the kind of growth it projects or for all the existing or "coming soon" franchises to succeed.  

In Georgia, the next five locations are planned for Perimeter Village along Ashford Dunwoody Road, where Burgerim will occupy the 2,973 square foot space previously home to Uncle Maddio's Pizza, which closed last November. 

ToNeTo Atlanta previously reported that Burgerim  had a location coming soon to Old Milton Parkway in the same center as Jerusalem Bakery in Alpharetta, but that location has been removed from the website.  Perhaps as a replacement, a new location has been added, this on Windward Parkway, also in Alpharetta, where the burger chain will replace a failed Smashburger location.  

Other Burgerims planned for Georgia include those on Broad Street in Athens in place of the old East West Bistro, Stockbridge on Eagles Landing Parkway in Eagle's Landing Village Center, and in Merganser Commons at Bonaire, a new Publix-anchored shopping center in Bonaire, a suburb of Warner Robins.

Have you been to Burgerim?  Do you see Burgerim succeeding in metro Atlanta...or elsewhere?  What multi-unit restaurant chain do you think should enter the metro Atlanta market in 2019?  

Please share your thoughts below  

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