The Burger Collective will dish up social reviews, delicious menu rewards and great service when it launches its technology platform into the booming gourmet burger market this autumn.
SYDNEY, March 2017
The Burger Collective gives its thousands of passionate burger lovers a direct line into the best gourmet burger houses. Ahead of its launch it already has more than 5,000 registered members and has installed devices in a network of 80 gourmet burger restaurants across Melbourne, Sydney and south-east Queensland.
The rise of the gourmet burger market (Australians have dropped the “ham” from the word) has been mapped in parallel with the craft beer boom as it spread from the inner cities.
Founded by burger fanatic and start-up entrepreneur Kieran Warwick, The Burger Collective grew out of his frustration with sites which were trying to cater to those craving the newest, best burger.
About three years ago a friend introduced me to a group on social media which had formed around these burgers. At first it was fun, there were a lot of like-minded people looking for great burgers that were now out there. But it barely touched the sides for me. It didn’t allow me to easily chase the newest cool place and it didn’t give me an in when I visited restaurants.
It was way too hard to find the best stuff on the review sites or in the many food delivery apps. People were crying out for functionality, in-depth and in-app. Given my love of burgers and my love of tech it was obvious I had to solve this.
It had to work equally well for the burger aficionados and the restaurants, Warwick said. So he started with a point-of-sale device to link the customers straight into the kitchen. “It was the vital link that was missing”. The team then spent a year fine-tuning the solution with eateries and eaters.
For burger lovers, the Collective gives members access to exclusive menu items, discounts and bonus offers from 80 of the best gourmet burger joints. They get verified reviews and recommendations of new menus and new restaurants from other members of the community. The more interaction each review gets, the higher the status ranking for the reviewer which can unlock the ultimate title of Burger Grand Master. Members can search rankings of places near them and menu details of 1,000 burger houses across the country.
We’re making reviews fun again by having a leaderboard. The higher your ranking in the community, the higher your status. We’re really encouraging people to do a detailed review: their experience, how they felt, how it tasted. Not just give a place a few stars. I need to know everything about what visiting this place is going to be like. We then verify the review - there’s no trolling allowed - to make it fair and reliable.
For burger meisters, the Collective gives restaurants a direct connection to their most passionate customers for the first time. Restaurants are able to offer a more intimate, personalised conversation with enthusiasts through The Burger Collective technology. The Collective also provides owners with advanced data analysis of their menu’s best sellers.
Right now restaurants don’t know their customers and they’re failing to get their marketing messages out through the deluge of clutter on Facebook. We’re fixing that.
From its analysis of burger sales, the Collective estimates about 150,000 people now buy a gourmet burger at least weekly. Warwick says the typical gourmet burger customer was male, about 27, and always likes to try something new. “They love taking their friends out to new burger places for a great meal without wanting to pay $200 for the privilege.”
But it’s not all about hipsters.
“Some of our venues are now reporting up to 65 per cent of their diners are now women, and increasingly they’re seeing families bringing in the kids.”
The Burger Collective focuses on the gourmet end of the burger spectrum, with fast food chains excluded. Its products uses a mix of technologies and devices, with the locally built software embedded across smartphone apps, restaurant websites, bespoke tablets located at point-of-sale and in various in-store payment systems.
Kieran Warwick raised the capital privately to build the technology and is the largest of 18 investors in The Burger Collective. His co-founding executives include three other burger fanatics, Ross Kemp (strategy and sales), Joe Avers (marketing) and Nathan Waserman (tech). Among the board and advisors are Ross McCreath, chairman of The Boardroom and seasoned start-up advisor, Shane Barr, a long-time retail innovator, Robert Whitehead, a former head of marketing at the media group Fairfax, Kain Warwick, CEO of retail fintech disruptor, blueshyft, Jed Watson, co-founder of the tech house, Thinkmill, and Jamie Patterson, a start-up operations specialist.
Simon Dulhunty Media Solutions
+61 431 067 838
Founder & CEO
+61 402 462 711