BurgerFi Bundle
How is BurgerFi winning customers with food and tech?
BurgerFi evolved from a coastal fast-casual into a digital-first, premium burger platform through menu innovation, branded delivery kitchens, and a strategic acquisition in 2021. The brand emphasizes fresh, natural ingredients and sustainability to differentiate in a crowded market.
BurgerFi leverages omni-channel sales—dine-in, delivery kitchens, franchising and digital orders—plus limited-time premium burgers and collaborations to drive frequency and reach younger, convenience-seeking consumers. See strategic analysis: BurgerFi Porter's Five Forces Analysis
How Does BurgerFi Reach Its Customers?
BurgerFi's sales channels combine company-operated and franchised restaurants, first- and third-party delivery, digital ordering, licensed/nontraditional venues, and virtual kitchens to expand reach and dayparts across Sunbelt and East Coast DMAs.
Omnichannel mix
Sales flow from company stores, franchised units, app/website orders, third-party marketplaces, and delivery-only kitchens to balance reach and margins.
Franchise growth lever
Franchising remains a primary expansion strategy for BurgerFi, enabling low-capex market penetration while Anthony’s stays largely company-operated for cash flow control.
Digital-first ordering
Upgraded first-party app, web ordering, loyalty, and POS integrations improved margins and data capture as off-premise sales surged post-2020.
Nontraditional venues
Airport concourses, colleges, co-tenancy, and delivery-only kitchens lower entry costs and extend trade areas with higher throughput per footprint.
The 2024–2025 combined platform operates and franchises over 170 locations, with BurgerFi concentrated in Sunbelt and East Coast DMAs and Anthony’s clustered in Florida and the Northeast; digital and delivery sales reached levels comparable to peers reporting 30–50% off-premise, especially in urban/suburban units.
Channel priorities and tactics
BurgerFi’s sales strategy emphasizes franchising, company-store optimization at Anthony’s, and digital distribution to reduce traffic volatility and improve unit economics.
- Third-party marketplaces (DoorDash, Uber Eats, Grubhub) drive volume while first-party app/web orders improve margins and customer data.
- Drive-thru prototypes and co-tenancy from 2022 onward enhance access in car-centric markets.
- Strategic supplier and aggregator partnerships provide promotional funding and merchandising support to lift check and frequency.
- Virtual/ghost kitchens and licensed venues expand presence with lower capex and faster rollout.
Additional context on brand evolution and operating model is available in the Brief History of BurgerFi.
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What Marketing Tactics Does BurgerFi Use?
BurgerFi's marketing tactics blend full-funnel digital reach with CRM-led frequency, local activation for new-unit ROI, and chef-driven creative that highlights premium ingredients and sustainability to support pricing and trial.
Paid Reach and Programmatic
Paid social and programmatic display drive broad reach and upper-funnel awareness during LTOs and franchise openings.
Intent Capture
SEO/SEM and optimized local listings secure high-intent search traffic for online ordering and store visits.
CRM and Frequency
Lifecycle email, SMS and app push target loyalty members with daypart and product-affinity offers to lift visit frequency and check size.
Broadcast Windows
Limited TV/OTT and radio run in key DMAs for product news or sports windows to amplify paid and social bursts.
Social Content Mix
Instagram, TikTok, Facebook and X feature chef-led content, LTO reveals, sustainability messaging and UGC amplification to drive engagement.
Influencer Strategy
Food creators with 100k–2M followers are activated during LTO drops; creators post tasting content in the first 72 hours to accelerate algorithmic lift and trial.
Data and Technology-Driven Tactics
Post-ATT/IDFA shifts, first-party data growth is prioritized via loyalty enrollment, receipt scanning and app offers; technology investments connect POS and CRM, enable decisioning and measure attribution from digital to in-store.
- First-party data incentives: loyalty sign-ups and receipt-scan offers.
- POS-CRM integration plus offer decisioning engines for personalized outreach.
- Attribution via coupon codes, QR flows and in-store redemption tracking.
- Experimentation with geofenced offers, shoppable creator posts and co-branded drops for PR spikes.
Performance Benchmarks and Tactical Results
Loyalty economics follow fast-casual norms: members typically show 25–40% higher visit frequency and mid-teens uplift in average check; BurgerFi segments offers by daypart and affinity (custard add-ons, wing bundles for game days) to capture that upside.
- Shift from broad awareness to precision performance marketing for better ROAS.
- LTO bursts and neighborhood-level media support new-unit openings and franchisee ROI.
- Creator-led LTO drops used to spike trial and social virality within 72 hours.
- Ingredient- and chef-focused content reinforces premium positioning and sustainability claims.
Content and Positioning
Content emphasizes ingredient integrity (never-ever Angus), coal-fired cooking and behind-the-scenes prep to justify premium pricing and differentiate from fast-casual rivals.
- Chef-led videos and prep footage to support brand premiumization.
- UGC and sustainability messaging to appeal to health-conscious consumers.
- Co-branded novelty burgers and limited drops to generate earned media.
- Local store marketing aligned with franchise expansion goals.
Measurement and Experimentation
Attribution models tie digital spend to in-store sales; experiments include neighborhood geofences, shoppable creator content and short-run collabs to measure incremental visits and PR value.
- Coupon and QR redemption used to quantify media-driven store sales.
- Geo-targeted offers improve new-unit trial and franchisee payback.
- Continuous A/B testing across creative, timing and channel mix.
- Use of cohorts for personalized lifetime value optimization.
For additional context on competitive positioning and marketing comparisons see Competitors Landscape of BurgerFi
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How Is BurgerFi Positioned in the Market?
BurgerFi positions as a premium, chef-crafted, eco-conscious fast-casual burger brand that emphasizes ingredient purity, culinary builds, and sustainable dining to deliver a superior burger experience without full-service price tiers.
Core Positioning
BurgerFi leads with 100% Angus beef that is free of antibiotics, steroids, and hormones, paired with chef-driven recipes to justify a modest premium and reinforce the brand promise.
Visual & Tone
Clean visual identity with green accents; confident, ingredient-forward voice that is quality-obsessed and consistent across packaging, photography, and in-store design.
Complementary Brands
Anthony’s coal-fired heritage—wings and 900-degree oven pizzas—anchors group and sports occasions, extending overall platform reach into family and event occasions.
Target Audiences
Primary targets are quality-seeking families, young professionals, and foodie micro-communities willing to pay a small premium for provenance and taste; loyalty and retention efforts focus here.
BurgerFi sustains credibility with third-party recognition for better-burger quality and sustainability; in 2024–2025 the brand emphasized value by introducing bundled offers and limited-time price points to offset inflationary pressure while protecting brand equity.
Brand Differentiators
Never-ever beef standards, chef signatures, and sustainability claims drive differentiation versus QSR discounting and gourmet independents.
Channel Consistency
Unified photography, packaging cues, and on-premise design align with digital touchpoints that emphasize provenance while streamlining order flow and delivery UX.
Value Management
During 2023–2024 inflation, BurgerFi balanced premium equity with bundles and limited-time discounts to maintain traffic without diluting brand positioning.
Competitive Defense
Marketing emphasizes provenance, chef-curated menu items, and sustainability to counteract QSR price wars and independent gourmet entrants.
Digital & Loyalty
Digital marketing and loyalty programs focus on retention metrics; mobile ordering and delivery integrations aim to boost AOV and frequency—key KPIs tracked against franchise growth targets.
Measured Outcomes
Third-party listings and sustainability recognition support trust; targeted campaigns seek to lift same-store sales and franchise sales inquiries, aligning with the BurgerFi business model and franchise growth plans.
Implementation & Messaging
Execution centers on consistent brand cues, chef-led menu storytelling, and promo tactics that protect premium positioning while responding to market sensitivity.
- Emphasize 100% Angus, no antibiotics/steroids/hormones across comms
- Use unified imagery and packaging to reinforce premium cues
- Deploy bundled offers and LTO pricing during inflationary periods
- Track sales performance metrics and KPIs tied to digital orders and franchise leads
Marketing Strategy of BurgerFi
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What Are BurgerFi’s Most Notable Campaigns?
Key campaigns for BurgerFi from 2021–2025 focused on menu innovation, off-premise growth, sustainability storytelling, event tie-ins, and local influencer-led openings to drive trial, check growth, and loyalty across channels.
Limited-Time Chef Builds
Quarterly LTO burgers (truffle, wagyu-inspired), fries toppers, and custard flavors ran 2022–2025 to drive trial and check expansion through paid social, influencers, in-app CRM, and aggregator placements; week-one lifts were commonly double-digit with mid-single-digit check increases.
Off-Premise Acceleration Push
From 2021–2023 BurgerFi deployed delivery bundles, family boxes and app-first loyalty bonuses via marketplace banners, CRM, and retargeting; off-premise mix stabilized in the 35–50% range and loyalty penetration rose into the mid-teens to low-20s of transactions in mature stores.
Sustainability & Provenance
2023–2024 content series highlighted 100% Angus never-ever standards and eco-friendly materials across YouTube Shorts, Instagram Reels and in-store boards; provenance posts outperformed generic promos at about 1.3–1.8x platform benchmarks and lifted ad recall in brand studies.
Sports & Big-Event Tie-Ins
Seasonal NFL/NBA/college football activations (Anthony’s-led wing bundles, combo deals) used local TV/OTT, paid social and delivery partnerships; key game days produced 15–30% sales spikes with notable cross-sell of beverages and desserts.
Local openings and influencer programs emphasized community-first tactics and rapid ramp when combined with geo-targeted offers and app incentives.
Influencer Collabs & LSM
Preview nights for micro-influencers, TikTok/Instagram push, Maps optimization and OOH drove stronger week-one traffic; many openings hit 110–130% of pro forma sales when LSM execution was full.
Aggregator + First-Party Mix
Aggregator placements extended reach while app loyalty bonuses converted repeaters; lesson: pair broad reach with first-party hooks to improve contribution margin and retention metrics.
Creative & Scarcity
Strong food photography and creator tastings timed to launch day amplified scarcity-driven demand for LTOs, reliably producing early sales lifts and check expansion.
Channel Mix & Measurement
Paid social, influencers, CRM, OTT, and in-store digital boards were core; brand-lift studies and platform engagement rates guided creative and media allocation decisions.
Pricing Power via Values
Values-based messaging around provenance supported premium pricing during discount cycles when paired with appetizing creatives and clear ingredient claims.
Further Reading
For a broader look at BurgerFi marketing strategy and franchise growth, see Growth Strategy of BurgerFi.
BurgerFi Porter's Five Forces Analysis
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- What is Brief History of BurgerFi Company?
- What is Competitive Landscape of BurgerFi Company?
- What is Growth Strategy and Future Prospects of BurgerFi Company?
- How Does BurgerFi Company Work?
- What are Mission Vision & Core Values of BurgerFi Company?
- Who Owns BurgerFi Company?
- What is Customer Demographics and Target Market of BurgerFi Company?
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