Find out why newcomer Hello Sam Burgers are a Melbourne must-try
We sat down with Katherine Sampson, founder and managing director of Hello Sam, to talk about the brand's unique take on the burger scene, and what sets it apart from other burger chains.
Hello Sam offers hand-pressed beef patties that are 100% Australian Angus and made on site in the Hello Sam kitchen in South Yarra, Melbourne. All ingredients used in its customisable menu are sourced in Australia and the brand support local producers, farmers and manufacturers.
QSR Media: Can you tell us more about Hello SAM? What makes you unique as a burger chain?
Katherine Sampson: Hello SAM makes Burgers for Grown UPS. Our point of difference is the high quality of food we serve and the complete customer experience. We don’t aim for the 20 something crew who are chasing greasy American style burgers. Our quality sets us apart. The ambience of the restaurant appeals to a more upmarket clientele. Our price point is also well above comparable burger bars. This is justified by the size of our burgers and the quality ingredients we use.
QSR Media: Can you tell us more about the people behind your brand?
Katherine Sampson: Me! Katherine Sampson. Founder of Healthy Habits Sandwich Franchise 1992 – 2012. Hello SAM was started in October 2013.
QSR Media: Any big plans for the year?
Katherine Sampson: To expand the brand and open additional stores.
QSR Media: What are the challenges you are currently facing in the industry? Opportunities?
Katherine Sampson: The challenges we are facing are also the opportunities. The burger craze in Australia has exploded. There are hundreds of burger bars opening in Melbourne. This is also encouraging people to eat burgers on a very regular basis. People are following the burger craze and heading to all the best places in Melbourne to compare burgers. Thankfully we are in the top 10 on many burger lists, so we are included on those burger trips.
QSR Media: What can you say to the market about the direction your brand is strategically headed?
Katherine Sampson: Burgers have been around in the US for 100 years. McDonalds started selling burgers in 1940 and they are still going strong. Burgers are eaten on a regular basis in the US. We are following their lead. Burgers aren’t a craze. They will continue to be eaten by Australians regularly as they aren’t deemed as greasy fast food any longer. Casual dining has taken over the restaurant scene and burgers are becoming higher in quality.
