Huxtaburger announces brand refresh

11 May, 2017 by
Madeline Woolway

Melbourne’s Huxtaburger has rolled out a refreshed look in anticipation of its plans to expand Australia-wide. The burger brand will transition to a multi-site food retail franchise this year.

Daniel Wilson, Dante Ruaine and Jeff Wong launched Huxtaburger off the back of their successful, one-hatted restaurant Huxtable in 2011. Huxtaburger has since launched a further four stores in various locations around Melbourne, including Prahran, Hawthorn, the CBD and Eastland Shopping Centre.

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Huxtaburger announced plans to franchise the business model in late 2016 and is now scouting locations throughout Victoria, launching a store in Melbourne’s inner west by midyear. Local expansions will be followed by national growth, with venues to open in New South Wales by 2019.

Franchise consultants DC Strategy will oversee the expansions, which will see Huxtaburger outlets total 50 stores within the next five years, including a mix of company-owned and franchised stores.

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As part of the refresh, Huxtaburger has developed a new brand strategy and will roll out a new look in stores during May in collaboration with graphic design studio Pop & Pac. New custom-made packaging and signage in store has been introduced and any new sites will reflect the fresh look via retail design and fit-out too.

The packaging references the brand’s connection to urban culture, from images of skydivers, surfers and skateboarders dotted throughout the design, to the fresh palette of vibrant colours.

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Huxtaburger group general manager Matt Fickling said the rebrand nods to Huxtaburger’s origins, while simultaneously reflecting its new direction.

“Huxtaburger is more than just burgers. The rebrand marks an era of exciting growth, allowing us to externally express what has been at the core of Huxtaburger from the very beginning,” he said.

“We’re all about leading active and aspirational lives, with our new packaging designed to encapsulate this.”

Leading an executive team of four across marketing, supply, operations and finance, along with a crew of more than 130 staff members, Fickling expects Huxtaburger’s projected revenue to exceed $15 million by 2018.