Kuwaiti group takes on healthy burger company

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The 40-seat outlet in Covent Garden has around 500-600 covers each day.

The Middle East market is set to see another fast food company enter the region, after a deal between Hamburger Union and ITC Group in Kuwait was signed last month.

The UK-based brand first opened an outlet back in 2003 in Covent Garden, London, but this is the first time the brand has signed a franchise deal that will see 10 units open across the Middle East within the next five years.

"We are approached practically every week for franchise opportunities, but when we looked at the Middle East and talked with the owner of ITC, we realised they were the right people to take the master franchise for Hamburger Union in this region," said Hugh Fowler, managing director, Hamburger Union.

Talking exclusively to Caterer Middle East, Fowler also added that launching the brand four years ago was in reaction to rising demand for fast food, but one that offered an ethical and healthy alternative to its competitors.

Not wanting to pigeon hole itself as a casual dining or gourmet food offering, Hamburger Union offers a limited menu of burgers and two vegetarian options, including grilled halloumi and a vegetable sausage sandwich, the only item on offer that is processed.

"We pride ourselves with the fact that we know where the meat comes from. We source our ingredients from small producers in Oxford, and the burgers are then made onsite and char grilled; so we have complete accountability," said Fowler.

"For the Middle East we cannot use British products though, so we will have to visit the region and source the best products we can find. Of course, the model will remain the same, so the food will be made onsite and char grilled," he added.

With around 500-600 covers per day in its flagship outlet in Covent Garden, the 40-seater restaurant has an average dwelling time of 20 minutes per customer, with a relatively small 8% of business covered by takeaways.

Not serving starters or desserts, this was a conscious effort by Fowler, who said that because diners paid and ordered for their food at the counter - with staff serving the food to their table - this part-waiter service model does not suit long dining times.

"We offer burgers and coke, that is our product profile. So while we are a fast food company we are different to the larger brands because we do not have a large range, and we also take into consideration the health factor," he said.

While only offering this concept as a standalone restaurant, Hamburger Union has been asked to enter food courts in the UK, but it is unclear when the food court model will enter this market.

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