Food & Drink International - Fall 2017 - 65

Fatburger
if they can match the specifications of what our customers
have been getting since the original Fatburger opened in
Los Angeles in 1952," Newell says. "For example, if you
visit a Fatburger in Dubai, we want to ensure you get the
same burger experience as if you were eating at our Beverly Hills location.
"So we're constantly auditing our stores," he adds. "Myself and the other executives are in the restaurants evaluating their front and back-of house operations as well as testing the final product to ensure it meets our standards."

An Authentic Experience
Each Fatburger location offers a one-of-a-kind experience
not only with its made-to-order customized food, but also by
playing lively music, such as rock 'n' roll, R&B, hip-hop and
classic soul, inside its restaurants.
Fatburger also encourages its team members to "stray
from the mold" and be themselves. "We do have standards;
however, we don't need robotic greeters, for example,"
Newell explains. "We like conversationalists, and individuals who have personality. So we encourage our people, who
have their own personality, to put their spin on it as long as
it's still a friendly, energetic welcome."
Fatburger also encourages its team members to get to
know its customers by learning their names and orders. "By
the time a customer comes in for the third or fourth time, we
want our team member to see them coming through the door
and start making their order because they know who that
patron is," Newell says.
"We don't want customers placing an order and standing
off to the side," he adds. "We want our staff to get to know
our customers over the long term so they are able to welcome customers, and their families, back into the restaurant
each time they visit Fatburger."

"We don't want customers
placing an order and standing off to the side."
ues, instead of the traditional brick-and-mortar locations, to
capture every customer's needs. "We learned early on that
franchisees entering new markets need to develop and open
multiple restaurants as quickly as they reasonably can in order to really develop and benefit from brand awareness,"
he says. "We've seen success across a multitude of store
footprints (e.g. casinos, malls, street locations, free-standing units, etc.).
Fatburger also has high-end locations with full bars, and
international locations that include local fare. "The key with
these diverse venues and menus is knowing you can't take
that same design and put it in every site," Newell says. "So
it's about meeting every customer's need and making them
feel like they are a part of our brand."

Untapped Potential
With approximately 200 locations in 18 countries, Fatburger continues to pursue entering new markets and recently
opened its first store in Panama. The goal is to have Fatburger locations in every country in the world, according to
Newell, who adds that the selection of an appropriate initial
location is critical to the successful launch of the brand.
"It has to be an energetic area with the right flow of traffic to get the right exposure," he explains. "For example,
being hidden in a corner won't help us drive traffic to the
location. We also look at the communities of potential locations and who that customer is, as we really feel we have
burgers for everyone."
Newell notes that the company has multiple styles of venfood & drink international * fall 2017 * www.fooddrink-magazine.com

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Table of Contents for the Digital Edition of Food & Drink International - Fall 2017

Contents
Food & Drink International - Fall 2017 - Cover1
Food & Drink International - Fall 2017 - Cover2
Food & Drink International - Fall 2017 - 1
Food & Drink International - Fall 2017 - Contents
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Food & Drink International - Fall 2017 - Cover3
Food & Drink International - Fall 2017 - Cover4
http://www.nxtbook.com/nxtbooks/knighthouse/fd_vol19_issue2a
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