News

Burger 21 seeking franchisees

September 8, 2011

Owners of The Melting Pot Restaurants Inc. are ready to franchise its fast casual concept, Burger 21.

The first corporate-owned restaurant opened in Tampa, Fla., in November 2010, with a second slated to open this fall. Now, its founders —Chief Concept Officer Mark Johnston, his wife, Concept Development Director Arlene Johnston, and his brothers, Chief Executive Officer Bob Johnston and Vice President Mike Johnston — are taking the "beyond the better burger" concept national by offering franchising opportunities to qualified single and multi-unit candidates.

Burger 21, which features 21 chef-inspired burger creations and hand-dipped signature shakes, has embarked on an aggressive growth strategy that includes initial development efforts focusing on Florida and extending into select markets along the East Coast. Over time, Burger 21 will broaden its expansion efforts into markets in the Midwest and along the West Coast.

"We saw an opportunity to fill a void in the burger business, which has plenty of quick-service burger joints, a number of traditional, better burger establishments and even upscale, full-service burger restaurants," said Mark Johnston. "The Burger 21 concept defines its own category – beyond the better burger – and offers quality, premium ingredients, innovative recipes and a gourmet experience without the gourmet price."

The investment

To fuel Burger 21's growth, the company is seeking single and multi-unit operators with foodservice and/or restaurant experience. Candidates should possess the resources and ability to open their first unit within 12 months and each additional unit at a maximum of 12-month intervals. They also should have a minimum net worth of $500,000 and liquid assets of at least $200,000.

The chain will be developed through single-unit agreements and Area Development Agreements that require a minimum of three to five units in primary and secondary markets. Depending on the real estate site selected, franchisees can expect the total cost of investment for one restaurant to be about $513,495 - $733,995. The initial franchise fee is $40,000; however, a 20 percent discount is applied to all franchises sold by June 21, 2012. Reduced franchise fees also apply for Area Development Agreements of four or more units.