Burgerizzr was co-founded in 2009 by Mohammad Al Ruwaigh, Burgerizzr has grown to be one of the best-loved ‘Fresh Burger Restaurant Chains’ in Saudi Arabia. Stemming from a passion to develop a ‘quality food at an affordable price’ the Burgerizzr burgers were well received by its target market by serving ‘made to order, fresh Beef and Chicken burgers.’ In less than 10 years Burgerizzr has grown from one restaurant to 65 throughout the Kingdom with a target of 100 by the end of 2020 and 200 by 2025. Mr.Mohammed Al Ruwaigh – Chairman, Burgerizzr tells us the story behind this fast-growing franchising brand.
1. How did you enter the franchise business?
Burgerizzr is yet to enter the international franchise business as we currently operate 95 plus branches across the Kingdom of Saudi Arabia with 100% company-owned outlets. We have been preparing for franchising since 2018 with the objective of ensuring that the support we will give to our franchisees is comprehensive and effective.
2. Where and how did the idea of your concept come from?
The beauty of the Burgerizzr concept is that it came from the customers’ needs. “We love burgers, but most of them are junk” is the key insight we followed to develop Burgerizzr where you get a quality fresh burger at a competitive price.
3. What inspired the brand name?
The brand name came from the Burgers lover: the idea that we could “Burger-ize” the market that’s why we mold it under the name Burgerizzr.
4. What is the story behind the brand’s logo?
We try to make sure that our logo is as simple as our concept is: one color that reflects the freshness of the beef we use.
Burgerizzr is unlike any other brand in its dedication to providing consistent and dependable freshness. Our logo characterizes “Guaranteed” quality and has offered a steadfast value for money over a decade. Beyond our freshness, quality, and taste, Burgerizzr holds an unforgettable name and iconic position in the QSR market.
5. What makes your brand different from your competitors?
Simplicity and freshness are the key two differentiators of our concept. The simplicity in operations and menu make possible the consistency needed to deliver the same quality experience to customers everywhere. Freshness is key to distinguishing our taste and experience from others to give the customer a satisfying experience that he trusts. We have been able to develop that into a concept that requires limited investment and can offer tempting payback levels.
6. What are the essential qualities that you look for in a franchisee?
Having a clear match between our values and the franchisee’s values is essential. We believe this relationship will last for a very long time, therefore, the core values of both partners need to be right for each other. In addition to that, local market knowledge and experience, as well as financial and human capital, are critical.
7. How long does it take, on average, for your franchisee to realize their investment?
Of course each market and situation is different and will determine actual returns but the appropriate application of our systems and processes can contribute to a possible payback period of between 18 to 24 months.
8. What was the major challenge you faced in your career and how did you overcome it?
Organizationally, we have faced the journey of expanding from 5 or 6 units to 95 units in more than15 cities with heavy quality and supply challenges. In both cases, building the right team and the right systems was the solution. Over the years, through trial and error, we managed to build strong know-how and we believe we can now apply that knowledge to facilitate entering new markets without having to recreate the process we went through at the beginning.
8.1 What is your best achievement?
Participating in building the Burgerizzr team and spirit.
9. How does your business day start?
30 min. reading and coffee 8 AM
Review of the day calendar to start the day activities
10. What was your best moment throughout your franchise career?
We are yet to begin our international franchising journey. Although we have hundreds of queries for franchising within Saudi Arabia we have begun discussions with potential GCC candidates.
11. Where do you see your brand in the next 5 years?
Burgerizzr’s vision and mission are to be a regional brand operating more than 250 units including 5 new markets by the end of 2025.
12. Any tips you want to impart to our readers who want to be in the franchise industry?
From the franchisee side, local knowledge is key. Therefore, the deeper you understand the market the more you can assess what brands can successfully meet your market needs.
From the franchisor side, once you choose the right franchisee, listening to him and giving the right level of support is key to making sure the brand succeeds.
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