Case Study #12: Epic Burger - A Mindful Approach to the Quickservice Customer Experience

I boast about Chicago being one of the dining capitals of the United States. It’s not just about the trendy spots supplanting abandoned buildings in the West Loop, Bucktown or Wicker Park. Nor is it about established restaurant brands that serve regionally, if not nationally, appreciated dishes (deep dish pizza, for example). Over the past few years, quite a few niche, ecologically and environmentally conscious quickservice (QSR) establishments have emerged in Chicago. I am lucky to live a few blocks away from one of them – This restaurant is called Epic Burger (www.epicburger.com). It is over a year old, but is poised to do great things in the near future.

A good burger is hard to find. Some are extremely good, but leave me in a food coma for several hours. Homemade peanut butter and jelly sandwiches are more filling than certain imposters masquerading as burgers. One day, I walk into Epic Burger. As I walk down a spotless, colorful corridor and approach the friendly service counter, I know I am in for a special treat. I order a Tasty Turkey Burger with Epic Sauce and Fresh Cut Fries. It is one of the best meals I have ever had in my life.

I also admire Epic Burger as a brand competing in a highly competitive industry vertical with a differentiated value proposition: mindfulness. How can burgers be mindful if they are going into our stomachs? Here is what I learned from CEO of Epic Burger, David Friedman:

• Mindful retail space: Established QSR brands aren’t necessarily focused on increasing the amount of time someone spends at the restaurant because most of their customers are “on-the-go”. However, Epic Burger wants people to stay at the restaurant, and optimizes that experience with a colorful environment, great customer service and television entertainment. This increases brand loyalty and therefore repeat purchases during the same visit or increased visits over a period of time.

• Mindful products: The food is absolutely fresh. The patties don’t come out of a freezer. They are all all-natural, hand formed and cooked to order, topped off with a freshly baked and toasted bun. Fries are made with only fresh potatoes that are cut and cooked without any processing steps.

• Mindful assets: Epic Burger does not use petroleum-based packaging, buys from as many local merchants as possible and uses energy efficient equipment and recycling.

• Mindful strategic growth: Currently, there is only one Epic Burger restaurant. However, Friedman plans on expanding to three more locations by the spring of 2010. Like the mindful philosophies that are upheld via all touchpoints of his brand, Friedman has a sustainable approach to growth. He collaborates closely with his investors, partners and employees and other stakeholders to execute his vision of brand expansion. Epic Burger performed so well within the first year that Friedman received funding for his sustainable expansion strategy from investors and partners while the markets were in disarray.

Great burgers, great business, great principles – I really hope I made you hungry :).