The Americans are not taking over; they have taken over. Well and truly conquered. One good thing about all these chains is that the UK scene has stepped its game up and produced better quality; MEATLiquour crew, Dirty Burger are clear examples.
The invasion I feel was started by Five Guys and Shake Shack. In one week in 2014 they took over; since then we have seen Fat Burger and now BurgerFi try and get the same success.
BurgerFi offer: "Gourmet burgers made with 100% natural, certified Angus beef." Simple.
This takes away the idea of a US chain barging in and puts the emphasis on quality rather the world domination. A polite takeover in a way.
BurgerFi - Better. Naturally.
The sound bites hit all the right spots. Fries and Onion Rings made fresh daily, beef all organic with no hormones or antibodies. They even serve wine and craft beer. They are hitting all the good demographics now.
So how does the burgerfi match up to its American brethren?
When you walk in there is an almost eerie, yet familiar feel of Five Guys and Shake Shack merged into one. The big burger pictures on the signs, coupled with the Green creates this amalgamation. The menu carries this on with hot dogs, custard shakes and the bottomless drink machine on the menu too. The final imitation is the buzzer. OMG- I've been here before.
The burger itself!
I went for a cheeseburger as it is a good way to compare and to do a true taste test.
My first reaction to the burger was, Oh No, not a branded bun; this is quite cheesy and doesn't really provide anything. I know what burger I am eating, I ordered it and am sat in your establishment. It is just not needed.
Inside, there was a lot going on and most of it was veg; a big piece of tomato and lettuce, on top of a thin cheese covered patty. When you got to the patty is was nice enough, but it just felt like the main star was slightly neglected.
The thick, soft but slightly chewy bun was also an issue. It was almost like the homemade burger baps you get for a barbecue; which just get in the way of the burger. By the time you finish tasting the bun, the patty (the good stuff) has vanished.
In hindsight I should have doubled up on the burger and will do next time.It is only fair that I try again.
P.S- the fries with skin on are good and as they are freshly made were lovely and hot. Good Work on the fries.
GOOD TIMES: The fries
WATCH OUT: too much bun
OMG: Double Up and go for the Wagyu burger option too.