Burger Urge is set for its most ambitious growth period in 2026. Its expansion strategy will see the popular casual dining brand grow well beyond its 33 restaurants.

The company is preparing to open new venues across a huge geographic spread, including extending its Queensland footprint across Brisbane metro, Gold Coast, Sunshine Coast, and Far-North Queensland. 

It plans to make inroads into regional New South Wales, and in growth corridors in Western and Southwest Sydney. and Melbourne.

The team is also looking to the south, with a current franchise partner in Wodonga paving the way for further expansion across Victoria in the next 12 months.

Longer term the burger brand is eyeing up Western Australia.

Community involvement is crucial to regional success

Burger Urge backs up this commitment to regional Australia with a data-driven approach to expansion.

Allison Hall, Burger Urge’s head of development, says the strategy is a blend of hard analytics and grassroots knowledge.

“We like to open where people live, we have a strong footprint in regional towns. And we bring on board people who are part of the community and who want to own their own business.

“Franchisees are embedded in their towns, and that contributes to the brand’s success. Our franchise partners know everyone locally,” Allison says.

Community involvement is engrained in the business, with franchisees sponsoring local kids’ sports teams, and cementing a connection with the brand.

“We’re working on what makes our venues super strong. We know the ingredients and how we can replicate success,” she says.

Sourcing the right location

The Burger Urge strategy focuses on low competition, it’s not about taking on bigger brands who have a major shopping centre strategy. 

“We’re looking for our sweet spot – a centre with a local supermarket customers visit once or twice a week, a KMart or Target, and 15 to 20 speciality shops,” Allison says.

Locations need to be convenient for both dine-in and takeaway customers. 

“We of course also support franchise partners to grow their existing stores, extending regional strategies and leveraging our footprint. We’re in Dubbo for example so we believe the brand will also work in surrounding towns that meet our criteria such as Orange and Bathurst.”

Allison says towns with similar metrics deliver confidence the Burger Urge brand will appeal to local consumers.

The newest restaurant is in Queensland, in the Burpengarry East Shopping Centre. 

“It’s the first northside of Brisbane, in a growing community. Families who want to own a home with a bit of land will move to the outer suburbs, and they want to go out for a family meal without spending a lot of money,” Allison points out.

A focus on genuine hospitality

Burger Urge intentionally differentiates its dining experience from the grab-and-go fast food model, with food served on plates and drinks in glasses.

“You’re not going to see self-serve kiosks here, it’s about genuine hospitality in a casual dining setting,” Allison says.

Each store features a bespoke design and theme sympathetic to its location, like the Blues theme for the new Burpengary East venue.

The preferred venue design also includes indoor/outdoor dining, reinforcing the community feel and ensuring easy access for takeaway and dine-in customers.

New formats in the pipeline

The burger chain’s growth strategy includes not only new regional areas but also new formats. Burger Urge is actively working on developing different venue footprints, from smaller formats that reduce construction and real estate costs, to potential larger formats that become destination venues.

“We have some pretty exciting ideas, including different ownership structures,” Allison reveals.

“As a smaller business we are agile; we can create and pivot where we need to. If we think there is a strong market, and the customer will resonate with the brand, we are prepared to take a risk.

“The consumer still has an ongoing desire for good quality product. We will continue to lead with product, and innovate and challenge the norm. Burger Urge has a bright future ahead,” she says.