Young’s Brewery has revealed it will open a new burger concept this month aimed at giving it a presence in the fast-casual dining market.
Branded ‘The Burger Shack’, the concept includes a roving Airstream and permanent outdoor Burger Shacks, each individually designed for the beer gardens of a number of its pubs.
The first permanent Burger Shacks will take up residence at two Young’s pubs in south London: The Windmill in Clapham and The Bull in Streatham.
Young’s said The Burger Shack has been created in response to demand for more fast-casual dining options that still deliver on quality.
It insists the new premium burger brand provides a bold, engaging and attractive food experience that engages with Young’s more urban, modern demographic.
Young’s burgers are one of the brand’s best-selling food items and the Burger Shack will serve a range of signature patties that deliver on taste and provenance. The beef — chosen for its ideal fat content for the juiciest burgers — comes from West Country farms in Devon, Somerset and Dorset, while pork is sourced from Dingley Dell Farm and Essex Freedom Food pigs.
Patrick Dardis, retail director for Young’s comments: “We are extremely proud of our Young’s burger and the new Burger Shacks allow us to extend our food offer significantly whilst providing a more fast-casual quality dining experience. The Windmill and The Bull, with their large terraces, are extremely busy pubs particularly in the summer and the Shacks will allow us to serve our customers better at high capacity periods. The Airstream provides a unique, high visibility option that takes Young’s brand out of the pubs to a new audience.”
The Burger Shack will serve from noon until close throughout the summer, while the customised Airstream mobile shack, which offers the same menu, will visit various Young’s pubs throughout the summer. It wiil also call at festivals and events across the UK.