Why is Subway Partnering with a New Zealand Burger Chain?

Photo Credit: BurgerFuel

Photo Credit: BurgerFuel

In a strategic move to reach U.S. diners, New Zealand’s BurgerFuel is partnering up with Subway to sidle into the overcrowded American market.

The Better Burger segment has been taking the restaurant industry — specifically the fast casual segment — by storm. Umami Burger, Five Guys, Shake Shack, Smashburger — are all big contenders fighting for dollars from consumers who want upscale burgers, rather than mysterious meat slapped together underneath artificial lighting. BurgerFuel also boasts upscale burgers and heavily stresses high-quality ingredients like fresh veggies and grass-fed beef — pitting the brand against some major competition.

So, how did this partnership come to be? How will it play out? And more importantly, what’s in it for Subway? Read More