Tell us about Junk
Majed Mansour: My colleague Wissem and I started our first business together 11 years ago, but it wasn’t a burger brand. We initially launched a couscous bar called Graine with several locations in Paris. However, we pivoted our business model during the COVID pandemic and decided to explore new ideas. With our love for burgers, we ventured into that market and launched Junk in Paris in 2021 as a delivery service, followed by a physical location the next year. Currently, we operate 14 locations across France, and this marks our first international site.
Why was London your first target for expansion outside France?
Wissem Ben Ammar: We’ve always had a fondness for London, as it’s just a two-hour train ride away. It’s more accessible than some other French cities, and we adore the city’s vibe. We spent a considerable amount of time there, making it a focal point for us. The smash burger trend has been gaining traction in the UK for a while, making it a logical step for our business. It’s the ideal launchpad for our international expansion.
You’ve taken a site on Old Compton Street. Was Soho always where you wanted to go?
MM: We initially considered other locations, but we sought a place with a good mix of locals and tourists. Shoreditch attracts mostly locals, while Covent Garden is heavily tourist-oriented. Everyone we consulted agreed that Soho strikes the right balance, making it a prime location. If we succeed there, expanding will be easier since Londoners will already be familiar with our brand.
Is the London menu any different from the one in France?
WBA: Not at all. We have a major supplier in France that also operates in the UK, which facilitated our supply lines in London. We offer one customizable burger, a veggie option, and a special truffle double cheeseburger. Additionally, we provide fries, panko-breaded chicken nuggets, and a selection of cookies from the Parisian brand Puffy.
Junk has grown very quickly in France. Are you hoping to replicate that here?
MM: Our aim is to eventually open 10 to 15 sites in London, and after that, we might explore other cities. Oxford and Manchester are on our radar for future expansion. It’s a significant challenge, but we have a strong team in place, continually improving and refining our concept. Alongside our London plans, we also intend to open at least two more locations in France by the year’s end.
WBA: Our main objective is not just to establish one site in the UK. If that was our sole focus, we could remain in France. We aspire to be recognized as the smash burger brand here. We also have broader plans for global expansion, aiming to open in the Middle East next year. Our goal is for Junk to become synonymous with smash burgers worldwide.
Why are smash burgers such a huge trend right now?
WBA: They simplify operations, requiring fewer ingredients—no salad at all—making them more efficient. We like to say that less is more at Junk, focusing on quality buns, cheese, sauce, and high-quality meat.
MM: Once you try a smash burger, returning to a regular burger is difficult. It’s not merely a trend; it’s a new way to enjoy burgers. While the gourmet burger movement isn’t new in America, it gained traction decades ago in New York. Brands like ours and Supernova have evolved from that, offering something distinct and artisanal. My first experience with a smash burger was at Shake Shack in 2006 or 2007, and since then, I can’t go back to ordinary burgers. The trend has gained visibility through social media, attracting more attention.
Did you look at other burger brands in the UK as part of your research for coming to London?
MM: Yes, we researched various brands, not limited to smash burger options. We visited places like Honest and Bleecker as well—they’re all excellent. Our offering is unique, and there’s plenty of room for various brands in the market. Healthy competition enhances the overall market strength for everyone.
