Article

Burger Lounge CEO: Almost any food type can be 'fast casualized'

J. Dean Loring believes the 'better burger' bubble is here.

June 30, 2014 by Brenda Rick Smith — Editor, Networld Media Group

J. Dean Loring is trying to do a common thing uncommonly well.

In a market crowded with "better burger" concepts, Loring is trying to make Burger Lounge stand out with high quality, sustainable ingredients served up in a modern, high-end context. FastCasual.com had the chance to talk to the CEO about his concept and what sets it apart.

Fastcasual.com: What sets Burger Lounge apart from other better burger restaurants?

J. Dean Loring:Our key differentiators are:

American, single source, fresh grass-fed beef
Unique supply chain partnerships
Whole food ingredients
Truly healthy salads (organic buckwheat, fresh vegetable and romaine-kale Caesar)
Superlative guest service – full-service table dining in a fast casual setting
Environmental responsibility
Eclectic neighborhood locations
Modern high design

The Burger Lounge ethos is to create a great tasting burger you feel good about eating.

Dean-Loring-CEO-Burger-Lounge At our core, Burger Lounge is committed to utilizing sustainable and organic ingredients like single source, American grass-fed beef. Establishing great partnerships with grass-fed beef suppliers has been part of our model since the beginning. We work closely with our growers. We source from two family ranches that have been around for a very long time. We know a lot about these animals including where and how they are raised, what they eat and how they are treated. It is a humane process and we think that matters.

Fastcasual.com: The hallmark of your brand seems to be your commitment to organic, grass-fed beef from a single source. What kind of supply challenges do you face?

JDL:Our supply chain partnerships are truly partnerships. Transparency is an important part of our success with growers. We expect a lot from them and they from us. An example of this is our development of organic American cheese in partnership with a small family cheese Company in Northern California who utilizes grass-fed, organically raised dairy cows.

We continue to look for producers who share our philosophy of doing things in a sensible way. The growing number of suppliers who embrace these ideals is encouraging. Events like the recent California drought do affect prices and availability. We protect ourselves by maintaining parallel relationships with key product suppliers.

Fastcasual.com: Where do you see fast casual food headed? What trends are ahead?

JDL: The opportunity in fast casual, like any restaurant sector, lies in execution. The term itself is designed to differentiate between fast food. Superlative guest service, whole food ingredients and food presentation are no longer peculiar to full service.

The demand for transparent food sourcing is not a trend; it's reality.

What's next? Anything goes. Almost any food type can be 'fast casualized.' One thing we know is that trends have a beginning and an end.

Fastcasual.com: Is there a "better burger bubble" headed our way?

JDL: The better burger bubble is already here. We are seeing burger concepts closing in our markets. Just in time for the build your own pizza bubble to reach critical mass.

Fastcasual.com: What's next for Burger Lounge? How/where are you looking to grow?

JDL: We are focused on new menu items, our Organic Buckwheat and Romaine-Kale Caesar salads, our Crispy Chicken Sandwich and our Wild Game Meat limited time offers. We are opening our newest location next month in Larchmont Village, a neighborhood just south of Hollywood. This is our 13th opening since launching in La Jolla, 2007.

Measured strategic growth is in our future. We will add 4 to 6 new locations per year provided we find the right real estate partners. In the short term, new markets will include Orange County and the inland empire.

Fastcasual.com: What do you look for in a location?

JDL: Location scouting is as much an art as a science. We have certain criteria with regard to size, exposure and location but it also has to feel right. When we choose to build a new Burger Lounge we become part of a community. We are a good neighbor. At the end of the day, it has to be a good fit for us and good for the neighborhood. When that adds up, we are successful.

About Brenda Rick Smith

Brenda has more than 20 years of experience as a marketing and public relations professional. She invested most of her career telling the story of entrepreneurial non-profit organizations, particularly through social media.

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