It’s hard to determine precisely when the better burger movement started in the UK. Gourmet Burger Kitchen might claim it began in 2001, when it opened its first location in south London. However, the term emerged as the trend began gaining momentum in the early 2010s when Byron expanded rapidly, along with other new homegrown brands such as Honest Burgers, MEATliquor, Patty & Bun, and Fat Hippo.
A few years later, the still-developing better burger market was disrupted by the arrival of US chains Five Guys and Shake Shack, both offering high-quality burgers and a fast casual dining experience that allowed for quick, cooked-to-order meals.
Fast forward a decade, Byron’s presence has diminished dramatically, going from nearly 70 locations to just eight, while Gourmet Burger Kitchen has similarly suffered a notable decline. Shake Shack has had a lukewarm response with only 16 locations opened in 12 years, and brands like MEATliquor and Patty & Bun have opened and then closed sites. Five Guys, however, stands out as an exception, successfully launching over 170 restaurants within the same timeframe.
Despite these challenges, interest in the burger category remains strong, with numerous new entrants, particularly in London, embracing the smash burger trend. New brands such as Supernova, Supra Burger, SMSH BN, Temper Burger, and Junk, each with a single location, are emerging, along with international brands hosting pop-ups.
Here’s an overview of the current state of the UK burger landscape and notable brands to watch:
McDonald’s
Founded: 1955 (arrived in the UK in 1974)
UK Locations: 1,500
McDonald’s first opened in Woolwich, southeast London, in the 1970s. The brand currently dominates the burger market, boasting more locations than all its competitors combined. After maintaining stable prices for over a decade, it raised prices in 2022 for the first time in 14 years, with cheeseburgers increasing from 99p to £1.39, a 40% hike over two years. The brand is also pioneering technology with ordering kiosks and a loyalty app, planning to open around 10,000 new restaurants globally by 2027, including some under its new drink-focused brand CosMc’s. In November 2023, McDonald’s UK terminated 18 employees following a BBC investigation revealing numerous harassment allegations within the chain.
Burger King
Founded: 1954 (arrived in the UK in 1976)
UK Locations: Around 500
Burger King has established a significant presence in the UK, although it has struggled compared to McDonald’s. The brand led the plant-based market with its plant-based Whopper introduced in 2020, but it has not kept pace technologically. Burger King aims to enhance digital sales, currently having self-order kiosks in 50% of its international locations, with plans for at least 60 new UK locations in the next two years, backed by £35m in investment. In 2023, it reported a 30% revenue increase to £381.8m.
Five Guys
Founded: 1986 (arrived in the UK in 2013)
UK Locations: 172 (174 including delivery kitchens)
Originating from Virginia, Five Guys does not localize its menu and focuses on beef burgers, kosher hot dogs, and peanut oil fries. Although its prices are relatively high (around £20 for a meal), it leads the better burger market in the UK. It reported £316.4m in UK revenue for the year ended December 2023, a rise from £278.6m the previous year, with ongoing expansion plans.
Wimpy
Founded: 1934 (arrived in the UK in 1954)
UK Locations: 61
Wimpy, owned by Famous Brands, debuted in the UK in the 1950s. It has a broader menu than most fast-food competitors, serving items like cod and chips as well as full English breakfasts, with burgers as its mainstay. Although no longer present in the US, it operates nearly 500 locations in South Africa.
Honest Burgers
Founded: 2011
UK Locations: 39
Started in Brixton Market by Tom Barton and Phillip Eeles, Honest Burgers is the most successful homegrown burger brand. It emphasizes provenance, recently restructuring its supply chain with a regenerative farming program. Honest Burgers raised £3m through crowdfunding to enter the QSR space with a new smash burger brand expected to launch before the year’s end.
Wendy’s
Founded: 1969 (first arrived in the UK in 1980)
UK Locations: 33
Wendy’s has an inconsistent UK history, retreating twice from the market before returning in 2021 with ambitions for up to 400 locations. Over three years later, growth targets have been adjusted multiple times, but it continues gradually expanding its presence.
Gourmet Burger Kitchen
Founded: 2001
UK Locations: 28 (30 including delivery kitchens)
Founded in Battersea by New Zealanders Adam Wills, Greg Driscoll, and Brandon Allen, GBK was influential in the better burger movement. Once operating over 60 sites, it fell into administration in 2020, closing 27 locations, before being acquired by the Boparan Restaurant Group.
Amigos Burgers & Shakes
Founded: 2011
UK Locations: 17
This London-based brand, run by Kaz and Wax, is targeting 100 locations over the next five years and is seeking franchise partners to reach that goal.
Shake Shack
Founded: 2004 (arrived in the UK in 2013)
UK Locations: 16
Shake Shack, which began as a hot dog cart in New York, has not expanded at the same rate as Five Guys after both opened in London simultaneously. It aims to grow its UK footprint, backed by an improved trading environment and a rise in restaurant sales.
Fat Hippo
Founded: 2010
UK Locations: 13 (plus four concessions)
Fat Hippo has transitioned from a strong northern presence to a national player, opening locations in London and developing a breakfast menu with offerings such as breakfast burgers.
Hub Box
Founded: 2012
UK Locations: 10
Originally starting in St Ives, this brand has seen a decline from a dozen locations but has emerged from administration under new ownership.
Gordon Ramsay Street Burger
Founded: 2020
UK Locations: 10
Gordon Ramsay’s burger concept rapidly reached 10 locations but has seen reduced expansion efforts recently, offering an extensive menu including the unique Idiot Burger.
MEATliquor
Founded: 2011
UK Locations: Nine
MEATliquor may not have a large reach but remains influential within the better burger scene, known for its fun and vibrant atmosphere.
Byron
Founded: 2007
UK Locations: Eight
Once a leader in the burger scene, Byron has significantly reduced from nearly 70 restaurants, facing numerous challenges over the past decade, including insolvency issues.
Smashburger
Founded: 2007 (arrived in the UK in 2016)
UK Locations: Eight
After an initial fast expansion, Smashburger’s growth stalled but has recently started to open new locations in the UK.
Patty & Bun
Founded: 2012
UK Locations: Seven (plus two concessions)
One of the original better burger brands, Patty & Bun has seen its London presence shrink but is still focusing on expansion despite recent financial losses.
Black Bear Burger
Founded: 2016
UK Locations: Three
This brand has transitioned from street food to bricks and mortar and continues to expand its offerings.
Bleecker
Founded: 2015
UK Locations: Three
Originally a street food venture, Bleecker has returned to expansion with a new location opening in London Bridge.
Brands to watch out for:
Carl’s Jr.
Carl’s Jr., which operates over 3,600 restaurants worldwide, is launching in the UK through a master license agreement with the Boparan Restaurant Group, known for its fast growth with other brands.
Supermac’s
The Irish chain Supermac’s is set to possibly enter the UK market following a resolution to a long-standing branding dispute with McDonald’s.
Black Tap Craft Burgers & Beer
Known for its unique burgers and extravagant milkshakes, Black Tap plans to launch in the UK starting with Westfield Stratford City and is set to expand further in 2025.
