Emerging Chain Restaurants: Bobby's Burger Palace
Bobby Flay gives Tri-State diners a taste of his signature bold flavors in a more-affordable burger-joint format.
By Christine LaFave Grace, Associate Editor -- Restaurants & Institutions, September 1, 2009
Concept: Bobby's Burger Palace
Category: Fast casual
Headquarters: New York City
Founded: 2008
Locations: 4
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Bobby Flay, the James Beard Award-winning (Rising Star Chef 1993) chef/restaurateur/ubiquitous Food Network personality behind Mesa Grill, Bar Americain and Bobby Flay Steak, forayed into fast-casual in July 2008 with the opening of the first Bobby's Burger Palace in Lake Grove, N.Y. Aiming to keep the menu simple but not quite no-frills, BBP offers a menu of 10 regionally inspired signature sandwiches, most priced at $7.50. Among them: the Dallas Burger, topped with coleslaw, Monterey Jack cheese, barbecue sauce and pickles, and the Napa Valley Burger, which features fresh goat cheese, watercress and Meyer lemon honey mustard. (Any burger can be "crunchified" with the addition of potato chips at no extra cost.) All burgers can be made with ground turkey or a chicken breast rather than certified Angus beef.
Beyond having Flay's name attached to the concept, this menu variety helps BBP stand out from a pack of fast-casual burger concepts sprouting across the country. It's a brighter, slicker burger joint—more expensive than most but keeping prices below the $10 sweet spot, and in so doing making it seem all the more accessible for repeat visits. Additionally, beer, wine by the glass and a concoction called the Frozen Cactus Pear Margarita are offered—all at no more than $5—and guests can get their order to go. Flay's other ventures make their home in hot spots such as New York City, Las Vegas and Atlantic City, but BBP's four units are in decidedly less-urban locales: Besides the Lake Grove store, there are units in Eatontown, N.J.; Paramus, N.J.; and at the Mohegan Sun Casino in Uncasville, Conn.
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