The growth of the distinctive Burger Urge brand is based not just on great locations, but on excellent franchisees.

“We prioritise the person so much more than the location,” explains franchise development manager Veronica Gravolin. “We have a good reputation with landlords nationwide because we find good locations, we stay, and we do what we say we will.”

The burger company is spoilt for choice when it comes to signing up new franchise partners and focuses on a values match, she points out.

“We are going to be in business with each franchise partner who joins the brand for 10 years, sometimes longer. Some franchise partners have four venues; it’s a really fun, rewarding experience – and financially rewarding if it’s a good fit with brand and franchise partner,” she says.

The brand has a footprint of 32 stores across Queensland, New South Wales and Victoria, and one in the Northern Territory. They have also recently appointed Allison Hall as head of development (formally head of property at Retail Zoo) to secure new venue locations for the growing brand.

And where some fast food brands are looking beyond metro sites to expand their footprint, for Burger Urge, bringing its unique burger offer to regional towns is part of the brand DNA.

Regional development is at the heart of the Burger Urge brand

“We love regional locations,” Veronica says. “Where traditional large scale quick service restaurants lean in, we lean out. They might prioritise efficiencies, reducing costs, duplication and mass production. We however answer only to our customers and our franchise partners. Our customers want unique and cool venues where real community members serve real food on a real plate and give them a wonderful overall experience. We always choose our partners and their customers needs over zeros on some spreadsheet,” she explains.

“For us it’s more about who’s the right franchise partner, who is engaged in the community. Our venues are unique and fun for the community; a new Burger Urge store is more than a simple duplication – it’s custom designed for the community.

“We love regional locations because we feel having a Burger Urge in these locations makes a positive difference for the community. And that’s key to our franchisee selection, and our growth.”

Connection with community is vital

This local affinity enables franchisees to offer a tailored experience, from sponsoring local sports teams to hosting community trivia nights, ensuring the brand delivers on its promise to make a real difference.

A connection with community is at the heart of the business, which is why locals are the go-to for franchise recruitment. Some franchise partners have relocated to open a Burger Urge – but usually back to their home towns where they already have an affinity.

“We care a lot about the human element,” Veronica says. “Opening a Burger Urge is not like setting up a vending machine. We need people who understand, and engage with, the local community.”

The brand strategy for growth

Burger Urge has a footprint running from Far North Queensland down Australia’s east coast to northern Victoria, plus Northern Territory.

The strategy it to avoid unnecessary competition and high overheads, Veronica says.

“We will enter the Melbourne market – but we want more of a regional play. We don’t need to pay metro rents, and to be competing with lots of other fast food brands,” she points out.

“We like a harmonious situation where possible. We feel like the regional towns deserve a really awesome place, somewhere to enjoy great food, and the unique experience of a Burger Urge.

“But we open venues when the right franchise partner AND the right venue location are found – we never compromise and grow for the sake of growing.”

The next store opening is in Queensland’s coastal town Burpengary East in December, and the brand’s venue pipeline for 2026 is nearly fully committed due to the demand it is experiencing.

Newly appointed head of development, Allison Hall, is establishing a growth plan beyond 2026, with Western and South Australia key targets. Some regional New South Wales areas are also ripe for development – so long as the right franchise partner is aligned.

Flexibility is at the heart of the business, which alters its needs depending on the demographics, competitive landscape, and site availability.

Flexible options also drive growth

“We don’t duplicate and do one-size-fits-all. Each store is individual, and each town is individual,” Veronica says.

While store size can vary, the sweet spot for the Burger Urge experience is a 130-150sqm restaurant.

“Our dine-in numbers are significantly higher than most QSR brands. At Burger Urge we like food on plates rather than in paper bags,” she says.

And the dine-in atmosphere not only creates connections between the franchise partner and the customer, it adds to the bottom line. Third party ordering platforms take a significant per cent commission on orders; customers dining in-store tend to stay longer, spend more, and, says Veronica, “find a home in the brand”.

The 32-venue brand is gaining recognition around the country, Veronica says.

Three key questions drive the brand’s growth in an area: Where is the great franchise partner? What location suits that community? How can Burger Urge work with the partner and location combination to see maximum success of the venue and the franchise partner? How can it become the best performing franchise partner?

“More than half our franchise partners own and operate multiple sites, often within 20 minutes of each other. Burger Urge gets the location right, but the people make the business. Customers are drawn to a great venue that’s people-driven,”  Veronica adds.

“And we have a great support office and marketing team; we are very good at engaging with communities early on, and inviting people to give their new local Burger Urge a try.”