BurgerFi is also integrating delivery capabilities into its own website. This is a big deal, Guzzetta says, since it will allow the chain to own the opportunity instead of getting in line with the hordes of other burger concepts coming up for air in the third-party delivery ballpit. Rather than head to Postmates and UberEats, for example, and just type in burger and see hundreds of options pop up, BurgerFi will own the customer experience with delivery. “It’s all of our advertising. It’s all of our imagery,” he says.
This will integrate straight from BurgerFi’s site, as well as its Yelp and Google listing pages. The links will drive guests right to BurgerFi and its brand, and all that entails.
“It’s controlling the flow from start to finish. It’s making it more convenient for our customers. BurgerFi as a brand has a very loyal group,” Guzzetta says. “People who love BurgerFi, love BurgerFi. They go crazy for it. Those are our core guests. Those are the people who brought us to where we are today. We want to make sure we are servicing them and being convenient for them and their families.”
“There was a huge technology push to get there,” he adds. “It’s not as easy as pulling a lever and all of sudden you have delivery on your webpage. This has been years in the making. All integrated so that as we grow and scale and sign more multi-unit development deals with these big franchise groups, this is all turn-key.”
When Guzzetta speaks about BurgerFi’s core guests, he’s referencing a pool of customers who crave this type of technology. Thirty percent of the brand’s demographics are aged 25-30, with 55 percent female and 45 percent male. Less than 5 percent are 65-plus; less than 10 percent are 55–64.
“While the rest of the casual dining industry, Applebee’s, Chili’s, and those concepts are trying to do anything they can to pull in the millennial population, here we are, we have them,” Guzzetta says. “We need to use that to our advantage. We know that this population is digital focused. We have to be technology friendly.”
And doing so is a perfect complement to the traits that attracted millennial guests in the first place, he says. Things like chairs made from upcycled Coke bottles. Tables created from more than 700,000 upcycled milk jugs. Wood-panel walls designed from No. 2 Southern Pine Lumber—renowned for its renewable nature. Ten-foot fans that consume 66 percent less energy. Countertops made from 100 percent compressed recycled paper.
And food wise, BurgerFi uses certified American Black Angus beef from ranches that adhere to its “Never-Ever” program. No steroids, antibiotics, growth hormones, chemicals, or additives. Never frozen. BurgerFi says only about 1 percent of the beef produced in the U.S. meets its standards. This all to complement craft beer and wine, fresh-cut fries, shakes, and vegetarian, vegan, and plant-based options.