US fast food chain BurgerFi has set its sights on opening a string of restaurants in the UK under the stewardship of the adopted son of music legend Ronnie Wood.
Jamie Wood, who was adopted by the Rolling Stones guitarist as a toddler after his mother Jo left his father, persuaded the chain to let him bring the brand to the UK last year and has enlisted friend and restaurateur Arthur Potts-Dawson to help grow the business.
BurgerFi positions itself as one of the most sustainable burger chains around, offering 100% all-natural beef and a raft of vegetarian options.
The first central London restaurant opens this week and a further seven outlets are planned for the capital. The pair have also reportedly been scouting potential locations in Birmingham and Newcastle in a sign that they intend to take the brand national.
Wood got the idea for bringing BurgerFi across the Pond when he visited one of its 100 US outlets while he was in Miami with his family, including his mum.”
“You’re not going to ever catch Mum eating food but she walked into BurgerFi and ordered a quinoa burger with a lettuce bun,” he told The Times. “I had never seen a lettuce bun. Also my wife doesn’t like carbss, so a lettuce bun was incredible. To see them both eat was amazing.”
Asked if he sought help from his Dad in financing the venture, he told the paper he “couldn’t do the family-working thing” and so far he and business partner Constantine Kulukundis have largely funded the operation themselves.
BurgerFi also has an outlet at Wembley, which is currently mainly used to train staff and franchisees.