A Commitment to Transparency and Trust

What sets my restaurants apart is my dedication to openness.

My open kitchens are not just a design choice; they are a testament to my commitment to transparency and trust.

I take pride in my processes and ingredients, inviting you to witness the integrity and freshness that define every dish.

It’s more than dining; it’s an immersive experience in honesty and quality.

It lets you see right into where the magic happens. My cooks are there, working their magic with the best ingredients, making sure every dish is top-notch.

This way of making food isn’t just about showing off our skills; it’s about making you feel like you’re part of our family.

My philosophy – “If it’s not good enough for my family, it’s not going to our customers.” That’s how I build trust with you.

Every meal we make is filled with care, like something you’d get at home, but with professional finish.

What you see in my kitchen is what you get on your plate – fresh, honest, and made with a lot of heart.

The Beginning of Burgers & Friends

My journey started in 2007 at Suntrust Plaza, now known as Truist Plaza. This towering building in the Atlanta skyline was more than just a location for us; it was a gateway to opportunity.

Connected to Marriott, Hyatt, and Hilton hotels by a sky bridge, we were right in the middle of a bustling area, surrounded by professionals from Truist Bank, seasoned lawyers, and Coca-Cola HQ employees.

Truist Plaza, a 60-story skyscraper in downtown Atlanta

In the Heart of a Busy Hub

My spot in this commercial center meant steady stream of people looking for good food and a quick service.

The area was secure, the business hours were consistent, and I could always count on a certain number of customers every day.

It was perfect for anyone looking for a balanced lifestyle or a calm business venture after retiring.

The cafeteria was a lively mix of different cuisines. You had the Deli with its American classics, the Italian section with delicious pasta, the Asian stall full of unique flavors, and of course, the much-needed coffee from Dunkin Donuts & Caribou Coffee. Mediterranean dishes met Mexican spices, and then there was my spot, soon to be known for its tasty burgers.

Chili Cheese Fries – Homemade Chili, Fresh cut fries, & Melted Cheeze Whiz

Rising to the Challenge

I faced a big challenge: standing out among six other quick-serve restaurants, especially during the busy lunch hours from 11 AM to 2 PM.

My business had to make the most of the short three-hour window, five days a week.

Taking over a spot where many burger joints had come and gone was not easy. I had to really understand what my customers wanted and how I could be different. I was up for it, though.

I wanted to offer more than just burgers – I aimed to create a place where every meal was special, every customer felt like a friend, and every visit was memorable. This is where Burgers & Friends really started to make its mark, turning the classic American diner experience into something unique and personal.

My commitment to fresh ingredients and an open kitchen was key to connecting with our customers on a deeper level.

Learning from the Past

To make my mark in downtown Atlanta’s culinary scene, I first had to understand the pitfalls that tripped up others. Many, from small local joints like Burger Joe to big names like Burger King, had struggled here.

The reasons were clear: the high costs of operating downtown and the intense lunchtime rush.

From 11 am to 2:30 pm, the area would be swamped with office workers and tourists, all wanting quick, yet quality service.

This rush was a real test for any restaurant, demanding speed, precision, and the ability to satisfy a crowd that wanted more than just fast food.

The Burger Challenge

In this bustling environment, serving up a top-notch burger quickly was a tough nut to crack.

Burgers need to be cooked just right – they can’t be pre-made and left in a warmer without losing their quality.

But making them to order?

That took too much time for our fast-moving customers.

They wanted quality without the hefty price tag – a gourmet burger at cafeteria prices.

I saw how other eateries coped. Most went for a ‘make-ahead, serve-fast’ model to handle the volume and pace. But for me, that just wouldn’t cut it.

I had to think differently.

A Fresh Approach

So, I took on a challenge: reviving a burger spot that had been empty for over a year.

My strategy? To bring the classic American diner into the modern era, with a nod to the vibrant culture of the 80s and 90s.

I went for a look that was bold yet simple – red, white, and black with a checkered theme.

It was more than just a style choice; it was a statement.

I was here to shake things up, offering an experience that was as much about the atmosphere as it was about the food. This was my way of tackling the unique challenges of downtown Atlanta – by creating a place where quality met speed, and where every burger was a bite of the American dream.

Original Friends Burger & Fresh Cut fries. Later it became the crowd favorite – “The Infamous #2”

During this time, Five Guys was really changing the burger game.

They had a cool way of doing things: you could munch on peanuts and enjoy their freshly cut fries, cooked in peanut oil, while waiting for your made-to-order burger.

The first time I tried their fries, I was blown away by the taste. Everything about Five Guys, from the way they set up their place to having malt vinegar on the tables, showed they were serious about good food.

I looked closely at how Five Guys worked. They’re a family-run business that really shook up the burger world. They had a great mix of things going for them: an open kitchen, potatoes cut and prepped ahead of time, and a big focus on their fresh Russet Potato fries, sometimes even more than the burgers.

But then I found out that Five Guys got their beef patties already frozen from a supplier. This made sense for them – making both patties and fries from scratch takes a lot of work, which is why many burger places don’t bother to make their own fries.

This got me thinking. I wanted to do everything from the ground up. My curiosity turned into an obsession to make the best burgers and fries in Atlanta.

I wasn’t going to take any shortcuts. I picked out top-quality ingredients – Heinz Ketchup, Hellmann’s Mayo, French Mustard, fresh veggies every day, Russet potatoes for our own fries, freshly baked buns from a local bakery, and the best 80/20 Angus Beef. We even made our own onion rings and chicken fingers.

Cooking process, we used chargrilled to add the smoked flavor, and of course – the peanut oil for our fried friends. That’s how Burgers & Friends started – a place where you get fast, gourmet burgers without compromising on quality.

My Strategy for Success

Looking back, I’d say making your own French fries from scratch in a fast-paced restaurant might not be the best move. It’s a lot of work, and keeping the quality of the potatoes consistent is tough. Plus, most customers don’t want to pay much more for fresh-cut fries, which they usually see as just a side dish.

Given our limited serving time, I expanded accessibility for customers to reach us. I’ve diversified our ordering options to include:

Phone orders
Online orders
Pre-ordering with membership benefits
Delivery services
Catering services
Kiosk orders
In-person ordering

A big part of my success was really careful portion control. If your food quality is top notch, you can be forgiven being skimpy but having option open for upgrade size. This made sure I could keep making a profit on everything I served. I kept a tight grip on my stock inventory and was always ready to change up the menu based on what I had. My daily specials were key here, helping us use up all our ingredients without any waste.

Building strong relationships with my suppliers was also crucial. I spent a lot of time talking with reps from big distributors like Sysco, US Foods, and Gordon Food Service. By always keeping an eye on prices and snapping up deals, I stayed in a good place financially and had the upper hand in my deals.

We also worked together with the other businesses in the cafeteria. We teamed up for group buys from certain suppliers, which cut down costs for everyone. This wasn’t just about beating the competition; it was about building a community where we all helped each other out.

Various daily specials later became permanent menu.

Learning the importance of innovation, teamwork, and strategic planning firsthand, I realized that success in the competitive food industry goes beyond just serving delicious meals. It involves understanding the nuances of efficient restaurant management and meeting customer needs.

To enhance my restaurant’s efficiency, I concentrated on several critical areas.

Ensuring the authenticity and excellence of our ingredients and dishes was paramount. Additionally, I diligently managed practical aspects like food utilization, inventory, and sourcing to optimize our operations.

This holistic approach allowed us to maintain top-notch standards while refining our processes. Despite the challenges we faced, they provided invaluable opportunities for growth, ultimately refining my skills and enhancing our restaurant’s performance.

Working together with others in the food court was a big part of our success. We built a community where we all supported each other and worked towards common goals. This teamwork helped us cut costs and made the whole dining experience better for our customers.

Staying up-to-date with technology, being smart in our negotiations, and having a strong presence online also played a huge role. These things helped us keep up with a constantly changing industry and meet our customers’ needs.

In the end, our story is about having a real passion for what we do, sticking to it through tough times, and being willing to change and adapt.

It shows how important it is to really know your market, be open to new ideas, and work together.

All restaurants were a challenge. However, solving problems are what I do best.

I have managed to automate 4 restaurants with same business model.