Concept Eight acquires premium burger brand Huxtaburger

The franchisor has confirmed that it will open 15 new Huxtaburger restaurants this year.

Australian quick service restaurant franchisor Concept 8 has added Huxtaburger to its roster of premium brands, joining LA-inspired Pattysmiths Premium Burgers, Noodlebox, Wok in A Box, and more.

Established in 2011 on Smith St, Collingwood Huxtaburger was a pioneer in establishing the premium burger category in Australia. Taking influence from Melbourne’s eclectic restaurant scene and a core focus on quality ingredients, Huxtaburger prides itself on serving up premium smashed burgers that are ‘All killer, no filler’.

Over the course of a decade, Huxtaburger has established a cult-like following and now, proudly operates across 7 key locations across Victoria, New South Whales and Western Australia.

Concept Eight CEO Grant Lee said the acquisition is part of the franchisor's plans to grow its premium burger business.

"It’s a tribute to the team that they have managed to establish and grow 40 premium burger restaurants in 3 years," Lee said.

Meanwhile, Megan De Haas, Concept Eight Head of Marketing said that whilst Huxtaburger and Pattysmiths will both operate within the premium burger segment, a diversified brand strategy and a focus on clear brand differentiation will be taken.

“It is crucial that we also pay respect to the well-established brand loyalty and equity Huxtaburger has created and in doing so, we will continue to stay true to the independent brand values and not take a cookie-cutter approach to our continued growth of the brand," De Haas said.

Concept Eight has confirmed another 15 restaurants will be opened this year.