Bullguer

What Bullguer does

Bullguer is a Brazilian fast-casual restaurant chain founded in 2015 in São Paulo by three young entrepreneurs, and operates as the first smashburger concept in Brazil. The company imports the U.S. smash-cooking technique — pressing beef patties thin on the griddle to create crispy, caramelized edges — and pairs it with 100% Angus beef, brioche bread, and proprietary sauces (e.g., Bullguer sauce, Bullguer mayonnaise), served in disposable packaging for a deliberately unpretentious fast-casual positioning that contrasts with gourmet burger houses.

The business operates a unified brand across a focused menu: signature beef smashburgers (Standard, Bullguer, Uovo, Stencil, Lumberjack, Super), chicken sandwiches (Chicken B. Júnior, Chicken Hot Honey, Club), fish and vegetarian options (Fisherman, Green One, Cheese Please), hot dog variants (Hotdog, Bulldog, Cheese Bacon Dog), sides (crinkle fries, onion rings, chicken bites, cheese fries), desserts (brownie, apple pie, cheesecake), and a proprietary beverage line (Berrie Lemonade, Kiro Lemonade, milkshakes). Pricing spans R$13-51 with entry-level burgers at R$25-27.

Bullguer generates revenue through three channels: (1) direct in-store and takeaway food sales across 41+ company-owned physical locations, (2) delivery orders routed through iFood, Rappi, and 99 App aggregators plus a proprietary app, and (3) event catering for corporate and private functions. The footprint covers São Paulo capital and interior, Rio de Janeiro, Brasília, and Santos domestically, with six international units in Portugal (Lisboa, Cascais, Carcavelos). Operating metrics include 137,000 monthly customers, 186,000+ monthly hamburgers, and 2.3 million sandwiches sold annually. The company is privately held, bootstrapped, and founder-owned with no disclosed external funding rounds.

Name

Bullguer

Legal name

Bullguer

Website

https://bullguer.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

251–500 employees

Short description

Bullguer is a Brazilian fast-casual restaurant chain founded in 2015 in São Paulo, operating 41+ locations across Brazil and Portugal as Brazil's first smashburger concept, serving 137,000 customers and 186,000+ burgers monthly through dine-in, delivery aggregators, and event catering.

Ownership category

akta.pro rank

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Direct Food Sales: Revenue generated from in-store and dine-in customer purchases at restaurant locations. Burgers start at R$ 25, with full menu including hot dogs, sides, desserts, and beverages.
2. Delivery Orders: Revenue from orders placed through third-party delivery aggregators iFood, Rappi, and 99 app. Customers can order via dedicated app downloads promoted on the website.
3. Event Catering: Bullguer offers catering services for events, allowing customers to bring the brand to corporate events, parties, and private gatherings through a contact form on their events page.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Bullguer operates a fast-casual restaurant chain in Brazil and Portugal selling smashburgers, hot dogs, sides, desserts, and beverages made with 100% Angus beef and proprietary sauces. The company prepares patties using the smash burger cooking technique imported from the United States, with beef pressed thin on the griddle for crispy edges. Sandwiches start at R$25 and are sold through 41+ company-owned stores, third-party delivery aggregators (iFood, Rappi, 99), and corporate/private event catering services.

Product overview

Bullguer is a Brazilian fast-casual restaurant chain and the first smashburger concept in Brazil, founded in 2015. The company operates a unified restaurant brand offering a focused menu of smash burger sandwiches, hot dogs, and accompanying sides and desserts. The core product portfolio consists of signature burger offerings (Standard, Bullguer, Uovo, Stencil, Lumberjack, Super, and vegetarian options like Green One and Cheese Please), chicken sandwiches (Chicken B. Júnior, Chicken Hot Honey, Club, Fisherman), and hot dog variants (Hotdog, Bulldog, Cheese Bacon Dog). These are complemented by side dishes (Batatas Crinkles, Onion Rings, Chicks Bites, Cheese Fries, Cheese Bacon Fries), desserts (Brownie, Brownie com Sorvete, Apple Pie, Cheesecake), and proprietary sauces (Bullguer Mayonnaise, Bullguer Sauce, BBQ Sauce, Tartar Sauce, Relish Sauce, Fil B Sauce, Hot Honey). The company operates across Brazil (São Paulo, Rio de Janeiro, Brasília) and Portugal (Lisbon, Cascais, Carcavelos) with 41+ locations, serving 137,000 customers monthly and selling over 186,000 burgers per month. Products are sold through dine-in, takeaway, and delivery via iFood, Rappi, and 99 App platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Standard Burger Entry-level smashburger with brioche bread, beef patty, and American cheese (queijo prato). Available in single (R$27) and double (R$39) versions. Targeted at consumers seeking accessible, quality burgers without pretension.
• Bullguer Burger Signature brand burger with brioche bread, beef patty, American cheese, pickles, and Bullguer sauce. Available in single (R$33) and double (R$45) versions. The flagship offering representing the Bullguer brand.
• Uovo Burger Smashburger featuring brioche bread, beef patty, American cheese, fried egg (Ovo Raiar), and Bullguer mayonnaise. Available in single (R$36) and double (R$48) versions.
• Stencil Burger Smashburger with brioche bread, beef patty, American cheese, purple onion, tomato, lettuce, and Bullguer sauce. Available in single (R$35) and double (R$47) versions.
• Lumberjack Burger Premium smashburger with brioche bread, beef patty, American cheese, bacon, pickles, and Bullguer sauce. Single version priced at R$39, double at R$51.
• Super Burger Double beef burger with two 100g patties, cheddar cheese, bacon, and BBQ sauce on brioche bread. Priced at R$50.
• Chicken B. Júnior Chicken sandwich with brioche bread, 100g fried chicken supreme, American cheese, Bullguer mayonnaise, sliced lettuce, and sliced purple onion. Priced at R$26.
• Green One Burger Vegetarian option featuring brioche bread, falafel patty with cilantro, coleslaw, egg, and pickles. Priced at R$38.
• Fisherman Burger Fish sandwich with breaded fish patty (~100g), American cheese, and tartar sauce on brioche bread. Priced at R$39.
• Chicken Hot Honey Chicken sandwich with sesame bread, fried chicken thigh, American cheese, pickles, Bullguer mayonnaise, and Mbee spicy honey. Can be ordered without spicy honey. Priced at R$39.
• Club Sandwich

Quantifiable outcome

• 2.3 million sandwiches sold annually
• +3 more outcomes

Named customers1 record

Segments1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• iFoodcoreChannel Partner/ Reseller/ DistributorPrimary third-party delivery partner in Brazil. Bullguer has dedicated iFood app download link on website homepage. iFood is Brazil's leading food delivery platform.
• RappicoreChannel Partner/ Reseller/ DistributorSecondary third-party delivery partner in Brazil. Rappi is a major on-demand delivery platform operating across Latin America.
• 99 AppminorChannel Partner/ Reseller/ DistributorTertiary delivery partner in Brazil. 99 is a ride-hailing and delivery platform owned by Didi, featuring Bullguer delivery options on their app.

Scale indicators7 records

Recent moves9 records

Expansion highlights4 records

Direct peers

• Habib's: Brazilian QSR chain known for low-price sandwiches and Middle Eastern-influenced menu; competes aggressively on price-tier below gourmet burger houses and overlaps with Bullguer's accessible-value positioning.
• Madero: Brazilian gourmet burger and casual-dining chain with a similarly differentiated, premium-feel product; competes head-to-head with Bullguer in the same metro markets and represents the gourmet-burger incumbent Bullguer positions against.
• Giraffas: Brazilian fast-food chain offering burgers and Brazilian dishes at accessible prices; competes in the same value-conscious QSR segment and overlapping geographies.
• Five Guys: US-born smashburger concept expanding globally, including Brazil; closest international analog on cooking technique and premium-casual positioning, though priced above Bullguer.
• Bob's: Iconic Brazilian QSR burger chain with hundreds of owned and franchised units; competes directly on price-sensitive burger occasions and shares Bullguer's footprint in major Brazilian cities.

Broad incumbents

• Shake Shack: US-based premium casual burger chain that pioneered the 'elevated fast-casual' positioning Bullguer emulates in Brazil; comparable on brand narrative and product craft, though at materially higher price points.
• Burger King Brazil: Global QSR incumbent operating a dense Brazilian network; competes in the same affordable burger occasion with broader menu and marketing budgets, but without smashburger specialization.
• Outback Steakhouse Brazil: Brazilian casual-dining chain competing for share of consumer dining occasions; broader menu (steaks, ribs) but overlaps with Bullguer on mall and high-street real estate and casual dining-out occasions.
• McDonald's Brazil: Dominant global QSR with deep Brazilian penetration and a broader menu; competes for the same value-conscious consumer but lacks a focused smashburger narrative.

Emerging players

• Spoleto: Brazilian fast-casual chain with a build-your-own format in malls and high streets; comparable on operating model and real estate footprint, though the core cuisine (pasta) differs from Bullguer's burger focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/bullguer

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bullguer