Umami Burger

The 4 Rules of Expansion

Umami Burger is a highly successful chain of burger joints founded in 2009 by Adam Fleischman. Having read about umami (the “fifth taste”) in food blogs and books—and as a fan of In-N-Out Burger—Fleischman thought he could successfully apply its principles to the classic American burger. He was right; the restaurant became a runaway success, and two years later, Fleischman’s product and brand were so well recognized that he partnered with hospitality group SBE, Nimes Capital, and Fortress Investment Group to take Umami national.