National restaurant chain, Honest Burgers, has today announced bold new growth plans to expand into the quick service burger market.
The business founded by long-term friends, Tom Barton and Phillip Eeles, who began flipping burgers out of a tiny marquee in a muddy field back in 2011, has now grown into a multi-million pound chain with over 40 restaurants nationwide, serving 80,000 burgers and 30 tonnes of homemade chips every week.
A decade on from those humble beginnings, Honest Burgers has now set its sights on the premium quick service burger market after growing by 23% already this year, Honest is currently on track to have a record sales year of £55M.
Plans to create an Honest Burgers quick service restaurant has been fueled by the success of its smashed burger launched last year and which cooks in less than 2 minutes offering a lighter option ideal for lunch or for those looking for a tasty bite on the go, at exceptional value.
Alongside a new range of burgers, sides and milkshakes, Honest believes it can challenge bigger brands in the market in a set-up built for speed of service, convenience and value for money, whilst never compromising on their Honest quality.
As the UK’s appetite for eating quality British burgers continues to grow, the business is now inviting its loyal customer base to take up an equity share as part of a crowdfunding campaign to help propel its expansion.
Backed by existing investors Active Partners with a further £1 million investment, the crowdfunding campaign on Crowdcube will raise capital to help Honest launch the new premium quick service brand with the first site opening in London early next year.
Frank Hayes, CEO of Honest Burgers, said: “The hospitality industry has been hit hard over the last few years with some even saying that the premium burger bubble had burst but today’s announcement proves Honest Burgers is here to stay. Thanks to our loyal customer base we have continued to grow whilst never compromising on serving the best quality burgers and chips we can, to make our customers feel at home and to offer great value with no gimmicks.
“It’s exciting to take the brand to the next level with an ambitious plan to open more Honest restaurants, building our presence in regional cities as well as London. But we also believe that our new restaurant format can challenge the big guys in the premium quick service burger market. We never dreamt Honest would get to where is it today, but we have big ambitions for our future and we hope our customers will join us for the ride.”
Since opening its first restaurant in Brixton Market, Honest Burgers has been restless in its approach to set itself apart from its competitors and make things better in the industry.
Honest is the only burger chain to have its own butchery, making its own patties chopping rather than mincing its beef to the hold the flavour in. And rather than kick the sustainability can down the road and rely on carbon offsetting, it launched Honest Farming – an attempt to redesign the beef supply chain by working directly regenerative farms who focus on promoting soil health, biodiversity & carbon capture.
Spencer Skinner, Managing Partner at Active Partners, said: “When we first met Tom and Phil it was clear that they had something special. Honest Burgers has a proven track record for growth – its success continues to be underpinned by its team’s passion, values, and relentless drive to deliver great quality burgers and service. We’re super excited about the next chapter in the Honest story and are fully committed to supporting their expansion.”
Those interested in purchasing an equity share in Honest Burgers will gain access to a range of benefits dependant on investment level such as free burgers, regeneratively farmed steak box and the chance to host a free burger party at one of its restaurants.