​Honest Burgers Sets Ambitious Growth Target as Sales Climb

Honest Burgers, the UK-based burger chain with 39 locations nationwide, has announced ambitious plans to significantly expand its business, aiming to quadruple its footprint by 2030. This goal follows a strong performance in the first half of the year, where the brand saw a like-for-like sales increase of 11%, bringing revenue to £30 million.

According to Honest Burgers' chief executive, Matt Brandon, The growth strategy will unfold in stages, starting with 15 new restaurant openings over the next two and a half years. Brandon attributes the rise in sales to heightened demand for both dine-in and delivery services, with the burger chain adapting to evolving customer preferences.

Central to its expansion plan is launching a new “smashburger” concept, which the company plans to introduce later this year. This latest venture is supported by a crowdfunding campaign that raised £2.7 million in 2023, reflecting strong investor and customer interest. The concept will cater to quick-service restaurant (QSR) trends, offering loaded fries and milkshakes alongside the smashburger to broaden the brand’s appeal in the competitive fast-food sector.

Reflecting on the recent successes, Brandon commented, “We’ve had a great first half of this year, which follows a strong performance last year, showing that demand for great quality burgers at great value for money continues to grow. Our restaurant teams are doing an exceptional job, and we’re all excited for the year ahead, especially with the announcement and launch of our new smashed burger concept. This is the start of our ambition to quadruple the size of the business by 2030.”

Honest Burgers has come a long way since its inception in Brighton in 2009, where founders Tom Barton and Philip Eeles began by selling burgers at a local food festival. The brand has steadily grown after the opening of its first restaurant in Brixton Market in 2010. It now operates in England and Wales and manages its butchery in south London to ensure quality control across its supply chain.

As Honest Burgers looks ahead to 2030, its strategic focus on new concepts, consumer demand, and restaurant growth suggests it is well-positioned to capture a larger share of the UK dining market. The planned expansion highlights the increasing popularity of gourmet fast food options, marking Honest Burgers as a brand to watch in the coming years.