Young's to roll out burger shack concept
Burger Shack – which was launched in the garden of The Windmill last week and will be introduced to The Bull in two weeks when it reopens following refurbishment –serves a choice of beef and vegetarian burgers while customers have a drink or to take away.
“I think looking at the next two to three years having 20 plus of these permanent structures around our pubs is very doable in the right location and the right space,” Dardis, who has developed the concept over the past few years, said.
”It’s a brand I’m developing without doubt; I have confidence in the performance and branding – it will be rolled out.”
He said he has a number of sites in mind to install Burger Shacks in and believes some of these could be achieved “pretty quickly”.
Since opening the Burger Shack at Clapham’s The Windmill on the Saturday of the May Day Bank Holiday weekend it has served more than 1,000 burgers.
Based on this estimate, Dardis said he would be surprised if the two Burger Shacks did not contribute a combined £10,000 in incremental food sales per week.
Young’s has invested £1.5m in The Bull at Streatham to fully refurbish the site – including the permanent Burger Shack – which is due to re-open in two weeks.
The Burger Shacks will serve food throughout the year from lunchtime to close 52 weeks of the year therefore great care will be taken to choose locations that are suitable for this style of trading.
In Clapham a shepherd’s hut has been installed that will be heated to allow people to sit outside in the winter. It is primarily poised for takeaway therefore The Windmill at Clapham was selected as an ideal site because of heavy footfall from people walking across the Common.
Burger Shack’s burgers will include beef classic, a chilli Dingley Dell Farm pulled pork and a vegetarian option; all in a brioche-style bun handmade to an exclusive Young’s recipe by a London artisan baker and served with curly fries. Brunch burger topped with fried egg and bacon will be added to the weekend menu.
As well as the permanent fixtures, Burger Shack concept includes a custom built Airstream Burger Shack van that will offer the same menu at various Young’s pubs throughout the summer and at festivals and events throughout the UK before serving throughout the Rugby World Cup at the Alexander Pope in Twickenham.
Dardis said there is scope for more than one van and this will be reviewed after six months.
Young’s has now upgraded the kitchen facilities of its entire estate that did not have a “serious” food offering so that all pubs are now doing food at a “relatively high level”.
Enhancements will continue to be made to pubs that were upgraded 10 years ago.
Young’s has been committed to improving its burger offering, its current menu includes the 15th incarnation of the burger and Dardis said the Burger Shacks complement this menu and will bring new business primarily for takeaways and people not looking for a whole sit-down meal.
