BurgerFi

Marketing

BurgerFi hopes customers give a cluck about its new name

Marketing Bites: The struggling fast-casual burger chain, looking to goose sales with a new platform, said it is changing its name to ChickenFi. It's a marketing gambit that's been tried before.

Operations

Struggling BurgerFi shutters 8 more restaurants

After closing 14 units last year, the fast-casual burger chain continued "right-sizing" its portfolio in the first quarter, when its same-store sales plunged 13%.

The remodeled NYC location gives guests a chance to sample and provide feedback on new menu items before they roll out systemwide.

The parent company of the BurgerFi and Anthony's Coal Fired Pizza & Wings restaurant chains fell out of compliance with its loan agreement amid weak sales and financial losses. But the CEO insists turnaround efforts are taking hold.

CMO Cindy Syracuse differentiates the brands through strategic menu promotions in the crowded burger and pizza segments.

Comp sales in 4Q were down 9% in preliminary results for the better-burger brand, but CEO Carl Bachmann said the foundation is in place for recovery.

The Florida-based company has closed five underperforming restaurants and more may be shuttered. Meanwhile, chicken is coming to the menu to help turn things around.

The burger chain signed a licensing agreement with a movie theater chain that will allow film watchers to order burgers from their seats.

The Florida-based chain acquired two franchise units and is plotting a return to Manhattan. Also, the fries will be improved.

The lifestyle media maven, who gave the Florida-based company a big name when she joined the board in 2021, quietly stepped down as director last month.

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