Burger 21, an award-winning, “beyond the better burger” fast casual franchise, is celebrating the new year with a new restaurant design and refreshed logo design rolling out in all future and existing restaurants, to be completed in all corporate locations by the end of March. The new design was recently unveiled at the opening of the brand’s Sterling, Virginia, location and features a more modern look to match Burger 21’s innovative and creative menu. In addition to four footprint options now available to franchisees, the new interior design incorporates more natural materials and bright colors, accentuating the company’s multi-generational consumer appeal.
“Burger 21’s previous interior, while originally modern was more subdued, it was not speaking to our guests. We knew we wanted something that would emphasize our high-quality ingredients and the hand-crafted preparation of our food because those are the stars of the show,” says Arlene Johnston, co-founder and VP of concept development. “This new look gives us an opportunity to tell our brand story in a more modern and fun way.”
The Sterling restaurant reflects the new brand identity created by Terrain Collective, formerly known as Brand Architecture in Orlando, Florida. Sterling is one of four different models that are now available for Burger 21 franchisees to select. Options include the original 3,000-square foot model as well as a smaller, 2,000-square foot space, a hybrid version with a full bar and up to 4,000 square feet, and an 1,800 square foot airport footprint.
“Burger 21’s diverse menu is key to giving our guests the innovative experience that keeps them coming back, and we know our franchisees are hungry for diversity as well,” said Johnston. “By offering design options to fit a variety of urban and suburban settings, we can continue expanding into new markets and deliver on our unique brand promise with a design to match.”
Burger 21’s refreshed brand identity is also reflected in a new logo. Modern, straight lines convey an edgy cool look, while the black and white color reflects the classic timeless feel of a favorite burger place.
“Burger foodies seek us out because Burger 21 is a fun and modern place where multiple generations can come together to enjoy chef-inspired burger creations, shakes, salads and more,” says Johnston. “Burgers are a $70 billion business in the U.S. and still growing every year. We are growing and evolving with the industry, and now our restaurants will better reflect that commitment.”
As the brand continues to expand across the U.S., Burger 21 is actively seeking single- and multi-unit operators with restaurant experience to expand its national footprint across the country. Franchisee candidates should have a minimum net worth of $600,000 and liquid assets of at least $250,000 per unit. Burger 21 will be developed through both single-unit agreements and Area Development Agreements. Depending on the real estate site selected, franchisees can expect the total investment for one restaurant to be approximately $428,247 to $1,085,164. The initial franchise fee is $40,000; however, reduced franchise fees apply for veterans, minorities and Area Development Agreements of four or more units.
