As managing director of Betty’s Burgers, Troy led the brand through a remarkable period of growth. In just seven years, he increased the brand’s footprint from nine sites to more than 70 across Australia.

Now he is turning his focus to the burger brand that has rewritten the burger playbook, joining the Burger Urge advisory board to support strategic growth.

Burger Urge has a clear identity in the market with its premium gourmet burger menu, served in experiential restaurant settings and its people-focused ethos. And it’s that unique mix that has attracted high-flying professional Troy McDonagh to join the team.

He has a wealth of experience and a proven track record that will deliver gains for the Burger Urge business. Troy’s previous senior executive roles were at Village Cinemas, Gloria Jean’s Coffees, Oporto, and Red Rooster.

“This is an exciting time for Burger Urge,” Troy says of his new role. “After 18 years of trading history and a strong presence across the East Coast of Australia we are getting ourselves prepared for the next phase of growth.”

Burger Urge focus on top quality 

CEO Sean Carthew [pictured above, left, with Troy McDonagh] co-founded Burger Urge in 2007, creating a brand that quickly gained a reputation for its quirky, experiential restaurant style and premium burgers.

“We don’t make any compromises on our ingredients or our training, and that ensures we serve top-quality food,” Sean says.

“We source each ingredient from the most reputable supplier, where both the ingredients have to be high quality, and the supply chain associated with having that ingredient brought fresh to our Australia-wide venues is efficient and reliable. 

“At the end of the day, we are a people and food business. To compromise in either category would be catastrophic and something we just will never do,” he explains.

The Burger Urge personality

Customers enjoying the premium delights of a Burger Urge meal are equally enthralled by the whole dining experience.

Each venue sports a unique Burger Urge take on a specific theme. Like Aussie film classic The Castle’s “The Pool Room” with fun memorabilia for the newly opened Thurgoona, New South Wales site, or the upcoming Wilsonton, Queensland restaurant’s nod to Empire Records.

“We give our customers things to look at, a story to piece together and a vibe that is fun and interesting. And it’s our people – our franchise partners and their teams that make venues experiential. Each member of the community matters; you can feel that when you enter a Burger Urge venue,” Sean says.

Customers are seeking engaging experiences. They want dine-in or takeaway options that include the human touch, and deliver an experience that creates a sense of community.

That philosophy is innate to Burger Urge, it’s a reflection of the brand personality.

Putting people first

“We put our people first, and our franchise partners put their communities and team first,” Sean explains

“Experiential venues, a no-compromise approach to quality, and a brand with a people focus ensures brand longevity, which attracts the exceptional people we have as franchise partners.”

Franchise partners love that they can join a proven brand with a business model that can scale and support them to the level they want to achieve.

Burger Urge is about providing a long term business with measured growth and top quality food, conceived through a holistic plan, rather than driving the brand on a fast track to growth.

“We’re not about growth for growth’s sake,” Sean says. “A franchise business needs to support the franchise partner, their family and the community for at least 10 years, and that thinking is fundamental to Burger Urge.

Franchise partners are the heartbeat of the business

“We want franchisees to have a minimum of 10 happy years, and that’s why we focus on people as the number one priority,” he adds.

It’s proved an appealing formula for newly-recruited Troy.

“One thing I have observed so far about Burger Urge is its commitment to supporting its people. As an almost exclusively franchised group, the franchise partners are the heartbeat of the business. They get deeply involved in their local communities, and it is our job as a support team to run side by side with them as they continue their growth journey,” Troy says.

“Our ongoing commitment is to deliver a “people first approach” in every way, never compromise on quality and consistency, and continue to bring Burger Urge to communities across the country. It’s a great time to be part of the next chapter.”

Troy’s appointment to the Burger Urge advisory board signals a strong vote of confidence in the brand’s vision, values, and growth potential. With his guidance, Burger Urge looks set to continue as a brand that’s bold, community-minded, and built to last.