BurgerFi Adds the Gourmet CEO Burger to the Menu

The B.A.D. Burger, french fries and custard | BurgerFi

The B.A.D. Burger, french fries and custard | BurgerFi

BurgerFi isn’t afraid to go big with their burgers. The breakfast all day, B.A.D. Burger is a massive angus beef patty topped with American cheese, hickory bacon, hash browns, grilled onions and a fried egg. This beast of a burger is one of the best sellers on the menu.

Well, the better-burger concept is at it again! This week it announced the debut of the CEO Burger this Monday. The burger features two Wagyu + brisket blend beef patties topped with Swiss cheese, candied bacon-tomato jam, and garlic truffle aioli sauce.

"The ingredients in the CEO Burger take our savory, juicy burger to new heights," said Paul Griffin, the executive chef at BurgerFi in a press release. "We believe we have built a burger that is the big boss of the burger world featuring new and innovative flavors, destined for the corner office of American palates."

This burger isn’t just a summer menu item either, BurgerFi has stated it gets a permanent spot on the brand’s menu.

The new CEO Burger with two Wagyu + brisket blend beef patties topped with Swiss cheese, candied bacon-tomato jam, and garlic truffle aioli sauce | BurgerFi

The new CEO Burger with two Wagyu + brisket blend beef patties topped with Swiss cheese, candied bacon-tomato jam, and garlic truffle aioli sauce | BurgerFi

"From its inception the CEO Burger has been a hit with better burger lovers," said BurgerFi CEO Corey Winograd in a press release. "I like to think that it's really a burger fit for the CEO in all of us."

The Competitive Landscape of the Better-Burger Segment

Danny Meyer’s Shake Shack has received a lot of press when it went public, but BurgerFi was a step ahead in conquering the burger market back then with almost double the stores.

Currently, Shake Shack has just about caught up with BurgerFi’s number of stores.

The South Florida-based chain, BurgerFi projects that 100 stores will be open by the end of the year and reported $100 million sales in 2015.

The better-burger landscape is competitive, with The Habit Burger Grill, The Counter, Farmer Boys, Smashburger and Five Guys all on the same mission to appeal to the American consumer with best quality ingredients.

Chipotle filed a trademark application for a better-burger concept in March. Evidently, consumers are still gravitating to gourmet burgers.

Winograd told inc.com that the BurgerFi focus is on quality and this is why the better-burger segment in general has taken off.

"What's been happening for decades is people were accustomed to fast food, frozen patties, and not knowing or investigating what was in their food," said Winograd to inc.com. "People want to know the the source of the food that they're eating." 

Although this segment is moving fast, Winograd is careful with the brand’s expansion.

"Of course, there's always a risk of growing too fast, but when you have the right team in place and have a proven system, things tend to work out,” said Winograd. “For us, the sky is the limit."