Burger & Lobster is targeting six regional cities as it looks to expand its four meal options concept.
The group is eyeing operations in Birmingham, Liverpool, Edinburgh, Glasgow and Aberdeen and plans to open in Leeds next year. It opened its first restaurant in Mayfair in 2011 and now has 13 UK sites and two overseas.
Speaking to EG, co-founder George Bukhov said: “We look at locations and buildings with character, not on the high street. We believe people can turn a corner but we want to be in a good area because it matches our price point.”
He added that B&L will have fulfilled its UK potential by 2017 but international growth was on the menu, including exploring options in China and Asia.
Burger & Lobster, started in London by four Muscovites, is becoming just as famous for charging £20 for a burger as it is for its limited menu.
There are only four items customers can choose from, all either being lobster-based, or that infamous burger. And all are £20. Defending the pricing, scarce menu, and why the chain is only targeting cities for its growth, Bukhov said: “The city is the menu – where people have so much choice.”
He added, that if customers want cheaper burgers they will be getting cheaper cuts of meat.
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