Burger Fuel Group Ord

What Burger Fuel Group Ord does

Burger Fuel Group Limited (NZE: BFG) is a New Zealand-founded gourmet burger restaurant chain established in 1995 and listed on the NZAX market of the NZX. The company operates a hybrid distribution model consisting of company-owned stores in New Zealand (Ponsonby, Henderson, Takapuna and others), domestic franchisees across NZ and Australia, and master license partners in the Middle East (Al Khayyat Investments for UAE and Kuwait, Abdullah Fouad for Saudi Arabia) and the United States (OhCal Foods LLC, later transferred to founder Chris Mason). The core product is hand-crafted burgers made with 100% NZ grass-fed beef, free-range chicken, and plant-powered options, sold alongside sides, thickshakes, kids meals, and catering services.

The technology stack is straightforward and consumer-facing rather than proprietary: an online ordering platform at eat.burgerfuel.com, a mobile app (iOS and Android) integrated with the VIB Club loyalty programme, and digital menu systems. The most distinctive operational innovation is the world's first gourmet burger drive-thru, launched in Dubai in partnership with AKI on Beach Road with 40 car parks and 150-seat capacity. Brand-building assets include Radio BurgerFuel (an in-house music and content platform), D1NZ motorsport sponsorship, the NZTE Beachheads programme membership, and a recently launched airport location at Auckland Airport.

Revenue is generated through three streams: (1) direct retail sales at company-owned stores, (2) franchise and master license fees plus ongoing royalties from international and domestic partners, and (3) catering and ancillary services. The company expands internationally on a capital-light basis through master license partners who bear local capex and operating risk, while BurgerFuel earns upfront fees and a royalty on store sales. The 2017 acquisition of the Winner Winner chicken brand extends the concept portfolio beyond burgers. Major named international partners include Al Khayyat Investments (UAE/Kuwait, $700M+ turnover, 100+ partner brands), Abdullah Fouad (Saudi Arabia Top 100 company), and Milford Active Growth Fund (4.6% shareholder since 2012).

Name

Burger Fuel Group Ord

Legal name

Burger Fuel Group Limited

Website

https://burgerfuel.com

Company type

Public

Founded year

1995

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Burger Fuel Group Limited is a New Zealand-listed gourmet burger restaurant chain established in 1995, operating through company-owned stores, domestic franchisees, and master license partners across 10+ countries including New Zealand, Australia, the Middle East, and the United States.

Ownership category

akta.pro rank

Product category

Quick-service gourmet burger restaurants

NAICS

Cafeterias, Grill Buffets, and Buffets (722514)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Burger Fast Casual (THAFABAA)

Keywords

• Gourmet burger restaurants
• Franchise restaurant operations
• Quick service dining
• Burger meal catering
• Restaurant loyalty programs

Headquarters

HQ city

Albany

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Company-owned Store Sales: Revenue from company-owned BurgerFuel restaurants through direct burger, sides, and beverage sales to consumers.
2. Franchise and Licensing Fees: Master license fees and franchise fees from international and domestic franchise partners. Partners include Al Khayyat Investments (UAE, Kuwait), OhCal Foods LLC (USA), and individual franchisees in New Zealand and Australia.
3. Royalty Income from International Operations: Ongoing royalties from international master license partners operating BurgerFuel stores across Middle East, Australia, and other markets.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels8 records

Core offering

BurgerFuel operates a gourmet burger restaurant chain selling hand-crafted burgers made with New Zealand grass-fed beef, free-range chicken, and plant-powered options, alongside sides, thickshakes, and kids meals. It runs a hybrid model of company-owned stores, domestic franchisees, and international master license partners across New Zealand, Australia, the Middle East, and the United States. Revenue is generated from in-store and online food sales, franchise and master license fees, royalty income, and corporate catering services.

Product overview

BurgerFuel is a New Zealand gourmet burger restaurant chain founded in 1995, operating on a franchise and company-owned model across New Zealand, Australia, and international markets (UAE, Saudi Arabia, Kuwait, Egypt, USA). The core offering consists of gourmet burgers with hand-crafted, freshly made items using grass-fed New Zealand beef, free-range chicken, and plant-powered options. The product portfolio centres on the restaurant concept (burgers, sides, thickshakes, kids meals) supported by digital channels including an online ordering platform and the VIB Club loyalty programme where members earn miles per burger (mpb) to redeem for Burger Bucks. Additional brand extensions include Radio BurgerFuel (in-store radio/streaming), catering services, and various promotional campaigns and limited-time offerings. The company positions itself around a 'rebel spirit' brand identity with motorsport and car culture associations.

Differentiator

Problem solved

Functional benefit

Products and services

• BurgerFuel Gourmet Burger Restaurants Gourmet burger restaurant chain offering hand-crafted burgers made with New Zealand grass-fed beef, free-range chicken, and plant-powered options, plus sides, thickshakes, and kids meals. Operated across company-owned, franchised, and master-licensed stores in New Zealand, Australia, the Middle East, and the United States.
• BurgerFuel Catering
• BurgerFuel Catering Corporate and event catering service providing BurgerFuel meals for staff lunches, parties, and corporate events across participating stores, with various bundle options.
• Winner Winner

Quantifiable outcome

• 55% profit increase from $708,360 to $1,098,294 net profit after tax (FY2012 to FY2013)
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Winner WinnerminorStrategic or Co-development Partner · 18 December 2017BurgerFuel acquired 'Winner Winner' brand for expansion purposes.
• OhCal Foods LLCcoreStrategic or Co-development Partner · 4 June 2015Partner for BurgerFuel USA entry. Spearheading company's expansion into American market with first restaurant planned for the Midwest region.
• New Zealand Trade & Enterprise (NZTE)coreStrategic or Co-development Partner · 13 March 2013Exclusive NZTE Beachheads programme member for high-growth NZ companies going global. Provides export support and market entry assistance for international expansion, particularly in Middle East markets.
• Al Khayyat Investments (AKI) - Drive-Thru DevelopmentcoreStrategic or Co-development Partner · 18 December 2012Partnership with AKI for world's first gourmet burger drive-thru in Dubai. AKI developed purpose-built drive-thru on Beach Road with 40 car parks and 150-seat capacity, opposite Jumeirah beach entrance.
• Abdullah FouadcoreStrategic or Co-development Partner · 28 November 2012Saudi Arabia Top 100 company and master license holder for BurgerFuel Saudi Arabia. Operating stores in Riyadh (including flagship 250-seat store), Khobar, Al Dammam, Al Dhahran, and Al Hassa regions.
• Al Khayyat Investments (AKI)coreStrategic or Co-development Partner · 1 October 2012Master License partner for BurgerFuel UAE and Kuwait. Founded 1982 as Alphamed General Trading LLC. $700M+ turnover, 2,500 staff, 100+ partner brands including Superdry, Lavazza, Peugeot. Operated 5 stores in Dubai as of 2012 with 8 sites under development. Extended partnership to acquire Kuwait license. Also operates UAE drive-thru development.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Wahlburgers: Celebrity-driven gourmet burger chain with a brand-led, lifestyle-oriented positioning. Comparable to BurgerFuel in emphasising brand personality, fresh ingredients, and a non-traditional (motor/celebrity culture) identity.
• Fatburger: Premium-style burger chain with a long history of franchise expansion into international markets (including Middle East). Comparable to BurgerFuel in size, premium positioning, and franchise-led international model.
• Five Guys: US-headquartered gourmet burger chain with hand-crafted, made-to-order burgers and fresh ingredients. Direct competitor in the premium fast-casual burger segment, with similar positioning on quality ingredients and a franchise/operator model.
• Shake Shack: Premium fast-casual burger chain with a strong digital/loyalty stack and a 'roadside stand' brand personality. Comparable to BurgerFuel in its gourmet positioning, lifestyle-brand marketing, and international expansion strategy.
• The Habit Burger Grill: US fast-casual chain known for charburgers and fresh ingredients. Closely comparable to BurgerFuel in price point, premium positioning, and franchise-driven growth model.
• Grill'd: Australian premium burger chain focused on healthier, gourmet burgers. Direct competitor in the Australasian premium burger segment with comparable brand-led marketing and local sourcing narrative.

Broad incumbents

• Burger King: Global burger QSR incumbent with mass-market positioning and large Middle East franchise presence. Direct competitive overlap with BurgerFuel in the Middle East master-licensed markets.
• McDonald's: Global QSR giant with dominant burger share in NZ, Australia, and the Middle East. Sets the price/value benchmark BurgerFuel must differentiate against; notably, BurgerFuel's COO Tyrone Foley came from a 17-year McDonald's career.

Emerging players

• Smashburger: US-based gourmet-style burger chain with international franchise expansion. Comparable as a fast-casual premium burger competitor, though smaller scale and more limited geographic footprint than BurgerFuel.

Regional players

• Burger Urge: Australian gourmet burger chain focused on the premium casual segment in Australia. Comparable to BurgerFuel as a regional player competing for the same premium burger consumer in the Australasian market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/burgerfuel
• Instagraminstagram.com/burgerfuelnz
• Xx.com/tweet
• YouTubeyoutube.com/@BurgerFuel

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

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 Burger Fuel Group Ord