HUG AND JO

What HUG AND JO does

Hug and Jo is a privately held gourmet burger restaurant and food truck operator founded in 2021 in Brignoles, France, in the Provence-Alpes-Côte d'Azur region. The company was established by a group of childhood friends around a short-circuit, locally sourced product proposition: gourmet burgers built with Aubrac beef and AOP cheese from Boucherie Sébiane, bread from Boulangerie Messerlin, and seasonal vegetables from a local primeur, all within the Provence Verte territory. Its single product category — homemade gourmet burgers — is delivered through three physical channels rather than a technology platform.

The business operates three distinct service points in Brignoles: an original food truck stationed at Zone Nicopolis serving lunch Tuesday through Friday; a second vintage-style food truck dedicated to mobile private event service; and a brick-and-mortar restaurant at 2 rue de la République on Place Caramy, opened in October 2024, offering lunch Tuesday through Saturday and dinner Wednesday through Saturday. The private events arm is productized into three formula packages — €19.90, €25.00, and €30.00 per person — covering weddings, baptisms, seminars, birthdays, brunches, and festivals for groups of approximately 10 to 200+ guests. Operations are run by a team of approximately five people, with the restaurant-opening team named as Liza, Bastien, Sophie, and Timéo.

Hug and Jo is bootstrapped and founder-owned, with no disclosed external funding, investor, or parent entity, and operates as a direct-to-consumer business across all channels. Go-to-market is driven by organic social media presence on Facebook, Instagram, TikTok, and LinkedIn, supplemented by a direct ordering link. There is no proprietary technology, no app, no AI/ML capability, and no patents or trademarks disclosed; the competitive position rests on local sourcing credentials, recipe quality, and multi-channel physical presence within a single geographic market.

Name

HUG AND JO

Legal name

Hug & Jo

Website

https://hugandjo.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Hug and Jo is a Brignoles, France-based gourmet burger operator founded in 2021, serving local consumers and private event clients through two food trucks, a brick-and-mortar restaurant opened in October 2024, and packaged event catering, built on short-circuit sourcing from Provence Verte producers.

Ownership category

akta.pro rank

Product category

Casual Dining / Gourmet Burger Restaurant

NAICS

Restaurants and Other Eating Places (72251), Limited-Service Restaurants (722513), Mobile Food Services (722330), Caterers (722320)

SIC

Retail-Eating Places (5812)

akta.pro primary industry

Sandwiches & Wraps Fast Casual (THAFABAG)

akta.pro secondary industries

Mobile Catering Trucks (On-Site Service) (THAFAHAJ), Mobile / On-Site Catering (Food Trucks for Events, Pop-Ups) (THAFAIAJ)

Keywords

• Gourmet burgers
• Food truck catering
• Event catering services
• Local sourcing food
• Casual dining restaurant

Headquarters

HQ city

Brignoles

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Restaurant Sales: On-site dining at the gourmet restaurant in Brignoles serving homemade burgers
2. Food Truck Sales: Walk-up and take-away sales from food truck locations, operating Tuesday-Friday at Zone Nicopolis
3. Event Catering: Private event catering with three formula packages for weddings, baptisms, seminars, birthdays, and other celebrations

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Hug&Jo is a French gourmet burger restaurant and food truck business operating in Brignoles, France. It serves homemade burgers made with locally sourced ingredients (Aubrac meat from Boucherie Sébiane, AOP cheese, fresh bread from Boulangerie Messerlin, and seasonal vegetables from a local primeur) across three channels: a sit-down restaurant at Place Caramy, two food trucks at Zone Nicopolis, and a mobile catering service for private events including weddings, baptisms, seminars, and birthdays.

Product overview

Hug&Jo is a gourmet burger restaurant and food truck business based in Brignoles, France, operating since 2021. The company operates two food trucks (original and vintage style) and a brick-and-mortar restaurant opened in October 2024. The core offering centers on gourmet burgers made with locally-sourced artisanal ingredients through short-circuit partnerships with regional producers. The product portfolio includes dine-in restaurant service, food truck operations, and private event catering with customizable formula packages.

Differentiator

Problem solved

Functional benefit

Products and services

• Hug&Jo Restaurant (on-site dining) Gourmet burger restaurant located at 2 rue de la République, Place Caramy, 83170 Brignoles, offering dine-in service with made-to-order gourmet burgers, seasonal products, and local artisanal ingredients. Open Tue-Sat 11:30-14:00 and Wed-Sat 18:30-22:00. Targeted at local residents and visitors in the Brignoles / Provence Verte area.
• Food Truck Operations Two food trucks (the original launched in 2021 and a second vintage-style truck acquired in 2023) operating at Zone Nicopolis, Brignoles (Tue-Fri 11:30-14:00), serving gourmet burgers for lunch with on-site dining and take-away options. Targeted at local workers, residents, and visitors in the Brignoles area seeking quick gourmet lunch options.
• Event Catering Services Private event catering for weddings, baptisms, seminars, birthdays, brunches, and festivals, featuring three formula options priced at €19.90, €25.00, and €30.00 per person, including gourmet burger portions, homemade desserts, soft drinks, and customizable aperitifs. Targeted at individuals and small organizations hosting private events of 10-200+ guests.
• Gourmet Burgers (made in house) Signature gourmet burgers crafted in-house with local artisanal ingredients including Aubrac beef from Boucherie Sébiane, AOP cheese, fresh bread from Boulangerie Messerlin, and seasonal vegetables from a local primeur. Sold across the restaurant and both food trucks, with reduced-format portions included in event catering formulas.

Quantifiable outcome

• Serving customers for 3+ years with two food trucks and one restaurant

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• Boucherie SébianecoreOthers · 1 January 2021Local artisan butcher supplying Aubrac meat and AOP cheese. A key supplier for Hug&Jo's gourmet burgers, ensuring quality local sourcing for their short-circuit model.
• Boulangerie MesserlincoreOthersLocal artisan bakery supplying fresh bread for Hug&Jo's burgers. Part of the short-circuit commitment to work with local producers.
• Local PrimeurcoreOthersLocal vegetable supplier providing seasonal produce. Supports Hug&Jo's commitment to seasonal ingredients and short-circuit sourcing.

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• McDonald's France: Dominant French fast-food incumbent with national scale. Competes with Hug&Jo for everyday lunch occasions in Brignoles and across France, though offering a fundamentally different value proposition (mass-market vs. gourmet/artisanal).
• Burger King France: Major fast-food burger incumbent in France. Competes for the same burger-eating occasions as Hug&Jo, but at mass-market scale with very different brand positioning.
• Five Guys France: US-origin premium-burger chain operating in France with a casual, quality-focused positioning. Closest large-format incumbent to Hug&Jo's premium-burger niche, though with substantially greater scale and brand recognition.

Emerging players

• O'Tacos: French fast-casual chain originally launched as a food-truck concept serving casual fare. Comparable in terms of mobile-vendor origin story and casual dining positioning, though focused on tacos rather than burgers.
• Frenchie: Paris-based casual dining and food-truck-adjacent concept emphasizing quality, seasonal, and artisanal ingredients. Comparable to Hug&Jo's artisanal positioning and multi-format approach, though primarily restaurant-focused.

Direct peers

• Bioburger: French organic fast-food chain specializing in burgers made with certified-organic and locally-sourced ingredients. Closely aligned with Hug&Jo's short-circuit, quality-first positioning, though operating at chain scale.
• Big Fernand: French gourmet burger restaurant chain with a similar positioning around artisanal, quality burgers and home-style recipes. Direct competitor in the same product category and target customer segment, though operating at significantly larger scale.
• Class'Croute: French catering and event-food brand serving corporate and private events across France. Comparable to Hug&Jo's event-catering revenue stream and tiered formula structure.
• Blend Hamburger: French gourmet burger brand offering crafted burgers with a focus on quality ingredients and a casual dining experience. Highly comparable to Hug&Jo's product offering, customer profile, and positioning.
• Le Camion qui Fume: Iconic Paris-based food truck known for high-quality American-style burgers and a mobile-vendor business model. Directly comparable to Hug&Jo's food-truck operations and gourmet-burger positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Hugandjo
• LinkedInlinkedin.com/company/hug-and-jo
• Instagraminstagram.com/hugandjo
• TikToktiktok.com/@hugandjo

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 HUG AND JO