Burger franchise predicts $15m revenue by 2018

By Sarah Stowe | 03 Jul 2017 View comments

Hospitality legends, Daniel Wilson, Dante Ruaine and Jeff Wong launched Huxtaburger off the back of their successful, one-hatted restaurant Huxtable, and have since been dubbed the ‘burger gurus’ of Melbourne, the instigators behind the city’s burger craze. 

Since its Collingwood inception in 2011, Huxtaburger has launched a further four stores in various locations around Melbourne: Prahran, Hawthorn, the CBD and Eastland Shopping Centre.

To mark its coming of age, Huxtaburger has developed a comprehensive new brand strategy and, in collaboration with graphic design studio Pop & Pac, which rolled out a bold new look in stores last month.

Huxtaburger CEO, Matt Fickling, says the rebrand nods to Huxtaburger’s origins, while simultaneously reflecting its new direction.

“Huxtaburger is more than just burgers. The rebrand marks an era of exciting growth, allowing us to externally express what has been at the core of Huxtaburger from the very beginning,” he says.

“We’re all about leading active and aspirational lives, with our new packaging designed to encapsulate this.”

Huxtaburger’s fresh approach motivates customers to sink their teeth into life – as well as a juicy burger. The packaging references the brand’s strong connection to urban culture, designed to exude a distinct ‘street’ feel.

Images of skydivers, surfers and skateboarders emblazon the design, with a fresh palette of vibrant colours; the new packaging reinforces Huxtaburger as a way of life.

To kick off the rebrand, Huxtaburger has introduced new custom-made packaging and signage in store; with any new secured sites to reflect the fresh look via retail design and fit-out.

“Our new look and feel places the brand in a unique and highly recognisable position and, over time, will only increase the brand’s relevancy as we expand and differentiate from our competitors,” continues Fickling.

Leading an executive team of four across marketing, supply, operations and finance, along with a crew of more than 130 staff members, Fickling expects Huxtaburger’s projected revenue to exceed $15 million by 2018.

So are you ready to join the Huxtatribe?

You would have access to a comprehensive training program to help you with everything from business development and setting KPI’s to achieving growth. There will be three phases in the program. In each phase, you’ll spend some time in the support office, an existing store and your own store for on-site training.

The Huxtacrew would walk you through the day-to-day responsibilities of operating your own Huxtaburger franchise and show you how to use equipment, prepare and style food, manage your own Huxtacrew, conduct marketing (brand and marketing materials and a localised pack) and present your store.

The franchisor will also provide coaching sessions and catch ups to ensure you are on track and continuing to improve. You will leave the program feeling confident to run your own Huxtaburger.

This is because Huxtatribe success is Huxtaburger success.

Now is the time to find out more about joining the Huxtatribe!