100% Australian owned and operated, Burger Edge was born in 2005 in the Melbourne inner suburb of Yarraville. Demand for the innovative and unique concept was inspired from a growing shift in casual diners wanting a fast, healthy and value for money burger that included a gourmet preference for fresh yet indulgent ingredients such as Avocado, short rindless bacon, free range eggs, sun dried tomatoes and premium aioli… all made fresh and in an open kitchen in front of the customer.
Demand soon outgrew supply and, 7 new stores opened across Melbourne within 24 months. Soon after, regional sites such as Philip Island and Geelong were established as well as stores in Queensland.
In 2007, BRW ranked Burger Edge the 18th fastest growing franchise in Australia. www.BurgerQuest.com soon followed awarding Burger Edge the best gourmet Burger in Melbourne after achieving 48 out of a possible 50 mark rating. We have held this position for 3 years running.
Many competitors have come and gone, but Burger Edge continues to reinvent itself. In 2009, we invested in a branding update which saw the new look rolled out across the new stores and retrofitting commenced in the legacy sites. Other improvements included upgrading the IT infrastructure, Improving the POS system, re-writing the operational manuals, standardising equipment and fit outs guidelines, fine tuning flow systems for product quality consistency and across the growing store network. Between FY2009 and FY2010, Burger Edge opened 5 new stores across Melbourne and sold the Master Franchise for Western Australia with 1 store to open late July, 2010.
No system is sustainable until it openly welcomes changes as the only true constant. Burger Edge continues to refine these systems as market forces, customers and competition reshape our business and appeal.
Burger Edge is owned and managed by Issam and Enza Soubjaki. Both former franchisees and Victorian Master Franchisees, they have spent considerable time working in and on the system at all levels. In 2009, they successfully acquired the business from the founding franchisors and went about re-building the brand and setting it onto a path of growth and sustainability for both franchisees and shareholders alike.
Issam and Enza live and work by a few simple rules:
1. Invest in a relationship and the returns will multiply.
2. WYSIWYG – What you see is what you get. No pretentions, no hierarchy.
3. Prioritise time and availability to the most valued relationship (the franchisees). Always be prepared to roll up your sleeves for them at a moment’s notice.
4. Franchisees are the living embodiment of the brands viability and long term sustainability.
5. Lead by example.