Gourmet burger kitchen is casual dining and a high market restaurant chain in the United Kingdom. They deal with the wide variety of delicious burgers served with salads, and fresh chips which itself is a complete package. They also deal with vegetarian demand as they deal with delicious side salads and dinner salads. Apart from providing quality food, they are also providing an illustrious and nonsmoking environment that acts as a perfect blend with their casual eating (Dow, 2006).
In 2001, three Kiwis came together and opened their first restaurant in Battersea, London, where they served the best burgers in town. For the last eight years, this food chain has expanded to over 50 restaurants alone in the UK. In November 2009, the gourmet burger kitchen 50th U.K. restaurant opened at Soho Wharf Clink Street, London (Rose-Day, 2009). But this food chain has not only set its business in the boundaries of the U.K. but it has also established internationally and has opened its branches in four main countries. Greece, Ireland, Turkey, Dubai, and Oman (Gourmet Burger Kitchen, 2009). Currently, there are 5 branches of gourmet burger kitchen in Dubai and 1 branch in Turkey but it plans to operate and expand its operations in further countries. They have boasts its sales but is regarded as London’s best burger for the last two years, further it is also considered as leader burger themed concepts. Not alone in London but they have spread their charm among the food lovers of Dubai as well (Hassan, 2008).
Gourmet kitchen burger provides quality, unique and tasty burgers to its customers. They have specialized themselves in main burgers and due to this today they have 28 different yet delicious burgers on their menu card (Rose-day, 2009).
Gourmet burger kitchen is operating successfully in all the countries from the UK to other international franchising. They are not only successfully operating because of their delicious, tasty and tempting burgers but also because with every new location they have launched a successful marketing mix strategy.