Launched on November 1, 2012, in Abu Dhabi, Burger Bureau is the UAE's first and only locally born burger concept. The entrepreneurs behind this unique venture are Scott Sorensen and Trevor Woodward who call themselves 'Special Agents' and whose mission it is to 'make real burgers'.
They proudly claim, "We are out to serve and protect all burger lovers of the world". The business rationale seemed obvious: Everybody loves a burger - so if one can add nutritional value, choice and taste, it's bound to be popular. And so it seems!
Armed with a strategy to provide a more upmarket experience of fast food, Burger Bureau is fast emerging as a trendy hangout with its flagship outlet located on the 3rd Floor Gourmet Republic in New Al Wahda Mall in Abu Dhabi. The brand has got solid plans for expansion and is looking to own and operate 4 stores in the UAE within the first year of operation. It also intends to subsequently roll out franchise options in Gulf countries and rest of the world. Scott and Trevor, confirmed, "Soon our second outlet will be open in Reem Island in Abu Dhabi followed by another one in Khalifa City in the capital. We are also considering to have Burger Bureau outlets in some ADNOC petrol stations as well as Dubai."
So, what's special about this new brand of burgers? The concept behind Burger Bureau is indeed innovative that brings together a superb selection of gourmet burgers served in an extremely lively setting with real music. Scott and Trevor, stressed, "We have put a great deal of effort into perfecting our burgers. A lot of thoughtfulness went into every element of the burger. Often it is seen that the beef used for burgers is either too lean or, the one with more fat, is made with least desirable cuts and hence lacks flavour. At Burger Bureau we offer nutritious wholesome burgers by using real cheese, hormone free fresh beef & chicken and sugarless buns. In addition, wherever possible we use locally sourced organic produce."
Variety is as critical as the quality of the ingredients. Scott and Trevor, said, "Burger aficionados will find a large selection of burger options on the Burger Bureau menu that they cannot get from usual brands. What's truly enticing is that diners can build their burger on the spot with their favourite ingredients. The meat is trimmed and ground to perfection while the freshly-baked sugarless buns are really light and hence don't leave you bloated."
Customers can choose from over 20 burgers, 7 sandwiches ranging from BB Classic, Double The Trouble, The Chopper, 007 and plenty more. By far the most wanted is the All Day Breakfast Burger. It certainly looks difficult to resist.
Scott and Trevor admit that it has been quite challenging to position a new brand given the stiff competition in the fast food industry. However, they remain confident of their success and feel they can well compete with the more well-known international brands. "We believe in our product 100% and we're focused in what we're doing rather than focusing on the current trends."
