Anyone who has ever had trouble finding a decent hamburger in Florida, beyond a grill in a back yard, will soon get a bit more help. Miami-based Burger King Corp. this week announced plans to open its first “Whopper Bar” this spring at Orlando’s Universal CityWalk, allowing diners to customize their burgers.
This is similar to the special-order concept that BK has promoted since the 1970s, but in a more contemporary setting. So even though custom-made burgers aren’t anything new, plenty of chains are expanding on the idea—and they’re doing it in Florida.
For example, Lorton, VA-based Five Guys Burgers and Fries, which has nearly 50 locations statewide, plans to open dozens more in the next few years. The popular quick-service concept has a growing legion of fans, though it’s difficult to say which is the stronger draw: the variety of toppings customers get to choose, or the big bag of fries cooked in peanut oil.
Also, Greenwood Village, CO-based Red Robin Gourmet Burgers Inc., which advertises heavily on cable TV, is looking to put more locations throughout the Sunshine State. That chain currently has just one location here, at Gulf Coast Town Center in Fort Myers.
It seems like the higher-end burger chains like Five Guys are really hot right now. But we wonder if this is just a fad or if consumers are willing to pay more in this economy for higher quality.
Steaks become burgers in tough times. It might work out fine. There are so many concepts out there right now in every market that it will be difficult for all to find a niche. Some will fall but the best should do well and improve.