The restaurant is set to transform into a Smashed by Honest ‘pop-up’, with plans for a launch in late November or early December. The group aims to follow this with a dedicated site that features a smaller footprint, suitable for a quick service restaurant model.
Founded in 2011 by Tom Barton and Phillip Eeles, Honest Burgers currently operates 39 locations across England and Wales. Last year, the company raised nearly £3 million to enhance its competitive edge in the quick service restaurant sector with this new concept.
Barton hopes that this fresh approach will allow Honest Burgers to tap into spaces previously inaccessible, such as transport hubs. The initiative has been inspired by the success of their lighter, lower-priced smashed burger, coinciding with an increasing consumer demand for smash burgers.
Diners at Honest can now select either a single or double smashed patty, accompanied by American cheese, brown butter mustard mayo, sweet onions, and pickles, with the option to add bacon. Barton mentions that the brand has served over one million smash burgers, which have begun to outpace other menu items in sales at numerous locations.
### Competing in the Premium Quick Service Burger Segment
Barton and Eeles are confident in their ability to rival larger brands in the quick service burger market through a model emphasizing speed, convenience, and value for money. They aim to position Smashed by Honest competitively in the premium market, where a single smashed burger with a side is currently priced at £9.20.
Last year, former CEO Frank Hayes expressed confidence that their new restaurant format could take on larger competitors in the premium quick service burger space. He noted that while the success of Honest Burgers exceeded their initial expectations, they have ambitious plans for the future.
The funds raised will not only support the new brand but also enhance Honest Burgers’ footprint in regional cities throughout the UK, alongside broader growth in London. Eventually, Barton aspires to explore international expansion, eyeing France as a potential market.
In its latest financial report for the year ending January 29, 2023, Honest Burgers announced a 26% increase in turnover, reaching £48.3 million, with strong delivery and dine-in sales contributing to an 11.3% rise in like-for-like sales compared to the previous year.
