Quick service chain to launch new London venture

Prime Burger

A catering business behind Britain’s street food movement is preparing to launch a series of premium, quick service food outlets at ExCel London and throughout the capital’s largest railway stations.

Magicgoal, which sold its event catering business and the trading names ‘Fine Burger Co’ and ‘Fine Chicken’ last November, had operated for the past decade at iconic UK events including The 2012 Olympics, RHS Chelsea Flower Show, Lords, Glastonbury and Hyde Park Calling.

But the company is now set to launch a new brand called ‘Prime Burger’, which will place it at the heart of London’s food-to-go scene.

Prime Burger will replace Fine Burger Co in the retained, fixed-site kiosks at St Pancras International Station and ExCel London, while ExCel’s Fine Chicken will become ‘Rotisserie’ in September. Additionally, Prime Burger will open at Euston during the same month. The firm also plans to grow its existing outlets, such as Coffee Dogs at Kings Cross Station.

Magicgoal has enlisted marketing agency The Cult PR to assist with the launch of the new brand and it will crank up the campaign as the expansion gets underway.

The Cult Director, Charli Morgan, said: “We’re thrilled to be working with such an innovative, passionate and trailblazing business during this exciting stage in their brand’s vast expansion.”

As well as growing awareness of Prime Burger, Morgan said the campaign will involve raising the profiles of the brand’s managing director Robert Tame and director Sam Steele as “godfathers” of the fresh, high quality, food-on-the-move scene.

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