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FRANCHISING | Staff Reporter, Australia
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Huxtaburger refreshes brand for a national expansion

The burger brand rolled out a fresh new look and brand strategy.

This year, Huxtaburger will transition from a single-destination restaurant model, to a multi-site food retail franchise, taking its signature burgers beyond Melbourne.

After announcing plans to franchise the business model in late 2016, Huxtaburger is now scouting locations throughout Victoria, with a store to launch in Melbourne’s inner west by midyear. Following the local expansion, Huxtaburger will grow nationally with venues to open in New South Wales by 2019.

Enlisting franchise consultants DC Strategy, the expansion will see Huxtaburger owning a total of 50 stores within the next five years, including a sustainable mix of both company-owned and franchised stores.

To mark the milestone, Huxtaburger has developed a comprehensive new brand strategy and, in collaboration with graphic design studio Pop & Pac, will roll out a bold new look in stores this month.

Huxtaburger Group General Manager, Matt Fickling, said aesthetically the rebrand nods to Huxtaburger’s origins, while simultaneously reflecting its new direction.

“Huxtaburger is more than just burgers. The rebrand marks an era of exciting growth, allowing us to externally express what has been at the core of Huxtaburger from the very beginning.”

“We’re all about leading active and aspirational lives, with our new packaging designed to encapsulate this,” Fickling added.

To kick off the rebrand, Huxtaburger has introduced new custom-made packaging and signage in store; with any new secured sites to reflect the fresh look via retail design and fit-out.

“Our new look and feel places the brand in a unique and highly recognisable position and, over time, will only increase the brand’s relevancy as we expand and differentiate from our competitors.”

Leading an executive team of four across marketing, supply, operations and finance, along with a crew of more than 130 staff members, Fickling expects Huxtaburger’s projected revenue to exceed $15 million by 2018.

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