A new burger venture launching in East London is hoping to gain the edge over its rivals by offering diners a fully halal menu certified by the Halal Monitoring Committee.
Brioche Burger, which has opened its first site at the East Shopping Centre in Stratford, insists that for London’s large Muslim demographic the establishment is a “fantastic place” to experience world-class burgers that adhere to Islamic law.
But it also hopes its freshly prepared and cooked fare will have mass market appeal among those looking to sample handcrafted cuisine in a comfortable environment.
The menu is inspired by the diverse multiculturalism of the British population and includes the classic American BBQ zing of the ‘Mad Man’, the Asian-inspired spices of the ‘Maharaja’, the oriental zest of the ‘Dirty Dozen’ wings, the Mediterranean aromas of the ‘Rustic Chips’ and the Latino bite of the ‘Macho Nachos’.
Managing director, Farhad Chowdhury, said: “Our secret is simple: amazing tasting food with service to match, and decor that makes you feel right at home. All elements are handcrafted by chefs, not cooks. This means that each order is approached with an utterly artisan attitude that evokes quality, pride and meticulous attention to detail.”
As well as a commitment to freshly made fare, Brioche Burger endeavours to source the finest local ingredients. This includes freshly-ground British beef, Covent Garden vegetables, baked goods from a renowned artisanal bakery and homemade condiments.
“British produce is renowned for its quality across the globe. When we’ve got all this right on our doorstep, why would we source our ingredients from anywhere else?” he said.