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Cheeseburger Bobby's hopes makeover will attract Millennials

Cheeseburger Bobby’s is trying to attract and retain the newest wave of consumers — the coveted and discerning millennials — with a redesign.

July 14, 2015

Cheeseburger Bobby’s is poised for franchise expansion as it prepares to attract and retain the newest wave of consumers — the coveted and discerning millennials — with a striking new redesign, according to a company press release.

The chain, which has 10 locations in Georgia and three in development, has updated its look and launched franchising plans with a goal to grow to 75 locations in five years in Atlanta and Augusta, Georgia; Nashville and Knoxville and Charlotte, Chapel Hill, Durham and Raleigh, North Carolina.

“After years of perfecting our menu, guest service and operations, we’re at an exciting point of franchising the brand and rolling out a new look that appeals to both existing and a new generation of guests,” said Bob Stoll, president.

Focusing on its staple Angus beef, hand-crafted burgers that customers can customize 1 million ways with fresh toppings and condiments at the Build Your Own Burger Bar, new Cheeseburger Bobby’s locations will feature a sleek, modern interior and exterior done mostly in earth tones to help emphasize food freshness, Stoll said. Other new décor features include:

• Elements of dark wood, black and stainless steel throughout the restaurant.
• Large, trapezoid community tables where diners face each other on tall, rich wood tones and black metal chairs.
• And rominent photos of juicy burgers on a fiery grill along the walls by the booths and large images of freshly cut vegetables by the burger bar.

Growing the brand

Cheeseburger Bobby’s has experienced double-digit sales increases in the last six years with stores achieving a $1 million AUV, which Stoll attributes mainly to simple operations that require a small back-end staff. The revenue allows for full-time salaried managers, providing quality of life for Cheeseburger Bobby’s franchisees and employees, he said.

Seeking to maintain or exceed the level of success of current locations, the brand will be selective about who is awarded a franchise. Ideal candidates must be community-oriented leaders and preferably multi-unit operators seeking to expand their portfolios with $450,000 to $550,000 to open their own Cheeseburger Bobby’s, Stoll said.