Big Boy Restaurants to Open New Fast Casual Concept, “@burger”

@burger Restaurant in Ann Arbor, MI

Image credit Erica Hobbs, courtesy AnnArbor.com

Big Boy Restaurants earlier this month announced plans to open “@burger,” the company’s entry into the fast casual restaurant segment.  As first reported on AnnArbor.com, Big Boy CEO Keith Sirois asserts that @burger will feature a rotating menu consisting primarily of “five to six burgers plus the option to build your own burger.”  Customers will also have their choice of salads, chicken sandwiches, and french fries.

Quoted once more in a story posted today on BurgerBusiness.com, Sirois describes his @burger concept as “nicer” than the current crop of fast casual hamburger chains and as a “mashup” of “fast-casual concepts that are doing well, from Panera Bread to Pei Wei.”  Some of these borrowed elements include contemporary layout and decor, meals priced near or under the ten-dollar mark, numerous vegetarian entrées and a selection of beer and wines (provided @burger can obtain a liquor license).

Slated to begin doing business in July, the first @burger will open in downtown Ann Arbor, nearly fifty miles from Big Boy’s corporate headquarters in Warren, Michigan.

[SOURCE]

[Big Boy on Facebook]

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