CaliBurger, a fast-growing California-style burger chain with restaurants across the globe, plans to unveil at least 12 new restaurants on the East Coast in the coming years. All CaliBurger restaurants are franchised-owed and the franchise currently operating the restaurant in Columbia, Maryland, plans to add two more locations in the state next year. One will open in Annapolis at the Harbour Center, and a second in the northern Baltimore region where the company is actively looking for a location. Another 10 restaurants will open in the Washington, D.C., and Northern Virginia areas.
The new restaurants come almost a year after CaliBurger launched its first venture on the East Coast in Columbia. A mid-point between Baltimore and Washington, D.C., the restaurant’s success in bringing the brand’s fresh flavors and California spirit to Columbia has shown its potential for further growth in the region. Currently, CaliBurger’s U.S. locations are concentrated on the West Coast, specifically Pasadena and Seattle. Overseas, the company has grown at a faster pace. Its global footprint now reaches 12 countries, including Canada, the U.K., Sweden, China, and Saudi Arabia.
“Our growth strategy is one of seizing smart opportunities when they present themselves, and capitalizing on food and entertainment options that resonate with consumers of all backgrounds and origins,” says John Miller, CEO of CaliBurger. “So far, our concept of fresh ingredients and zesty flavors, coupled with an atmosphere that welcomes families and engages gamers and sports fans, has been universally accepted across the U.S. and around the world.”
At the same time that CaliBurger charters new geographical territory, the menu is exploring new options as well with some markets testing unique variations of the brand’s signature burgers, fries and shakes. Beyond the menu, CaliBurger is quickly becoming a destination for gamers. Each restaurant is equipped with a video “FunWall” where consumers can play CaliBurger’s own line of mobile games—such as GemJump—against customers in other CaliBurger locations around the world.
“It made a lot of sense for CaliBurger to cater to the gaming world – our millennial customers especially enjoy coming to our restaurants not only for the food they’re craving but also to interact with other people in-person and virtually through our tech platforms,” Miller says. “At the end of the day, CaliBurger and gaming are both about sharing memorable experiences.”
With the new locations in Maryland, Washington, D.C., and Virginia, more East Coast consumers will be able to enjoy CaliBurger’s premium foods and mobile gaming apps. Working in partnership with local franchisees, the brand is slated to have 10 restaurants operating in North America by early 2017 and will be on course to reach 50 locations globally.
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