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Hungarian Simon’s Burger expands to America: Will it conquer the U.S. fast-food scene?
Hungarian gastronomic entrepreneurs Máté Tóth and his brother Simon are about to take a big step: they are opening their first American restaurant in the heart of New York City, in Union Square.
This decision is not only the creation of a new unit, but also the first step of a bigger plan, to break into the US market with the Smashy brand. If the restaurant is successful, it could pave the way for the international expansion of Simon’s Burger. The project will be entirely self-funded, without investors, which is rare for an investment of this scale. The brothers announced the expansion of Simon’s Burger at the Forbes Under 30 Summit, where they also shared details of their plans.
The brothers stated in an interview with Forbes that the “family-owned and family-operated” model will remain, as it is for many successful US restaurant chains. While there are plenty of takers, the two brothers prefer to take the long view and build their brand around their own vision.
The expansion of Simon’s Burger in Hungary is also dynamic. From four outlets at the end of 2023, they have increased that number to fourteen by 2024, and are aiming to open at least twenty restaurants across the country by the end of the year. Critics had previously doubted that their premium burgers could be successful in the countryside, but sales prove otherwise. After Debrecen, Szeged, Győr, Kecskemét, Miskolc and Székesfehérvár, Pécs will be added to their map this year.
Simon’s Burger expands to the USA with Smashy!
The acquisition and development of the Smashy brand was a key step in the preparation for international expansion. Smashy, located in Kálvin Square, is already popular in Budapest, and its concept of simple but quality burgers is perfectly suited to the expectations of the US market.
In addition, a new company, Impressive Invest, has been set up to manage the sale of franchise rights abroad. It is headed by Tibor Korvin, former creative director of ATV, who took up the post on the 1st of March.
Many believe it’s risky or even absurd to open an American burger joint in the U.S., where the market is already oversaturated. However, the brothers at Simon’s Burger are confident they have something unique to offer.
“As people say, we’re bringing sand to the desert,” Máté stated in the interview, but he remains confident, pointing out that their instincts have served them well so far. The Smashy concept has already gained significant traction in Hungary, with American expats frequently raving about the flavors, some even claiming they’ve never had a burger this good back home.
The opening in New York will be a huge milestone for Simon’s Burger. It will soon be clear whether their instincts are right again and whether Smashy can truly claim a place at the top of the American burger scene.
Read also:
James Earl. Carter – did say, remembering he lived to 100 years of age, and was an American ;
“Go out on a Limb.
That’s where the Fruit is”.
Franchise of business’s that are aggressive, expansive visionary always with High RISK factor associated to them, the buying into an operation, in the case, under the “banner” of Simons Burger’s/Smashy – as a franchisee – it is imperative that those “investing” as franchisee – do there Home-work.
Legal appointment should be engaged to view contractual documentation under your “Due Diligence” before you “Invest” as a Franchisee.
Legal Contracts as a franchisee, globally have a strong tendency, that any “Get Out” – just not the respective clause – referred to Legally as a “Get Out” or closure of Contract Clause, of the contract, but in the “failing” of a franchised business, the “mean” is, that contracts have a greater protective element to them, in this chase Simon Burger’s/Smashy parental company, under a Franchise legal contractual contract, than those who are the Franchisee – the “investors” into – of there money.
Franchisee – is the NEED of your MONEY to invest.
In layman term – it is imperative you “cover your …. ” – in the event, of any unforeseen or “other” reasons, you wish OUT of your Franchisee Legally bound Contract.
GROWING oceans of “fish” and other that Simon’s Burger & Smashy – “dive” into.
Competitive – always “other” new players entering.
Nelson Madela said ;
“It’s impossible until it’s done.”
Beware of opening in ‘red states’ as they have forced the wages of fast food workers to unsustainable levels, California is one of these. Many fast food places in America are closing at a fast pace due to these policies. Good luck.
California is a blue state – but you are right it has devistated small business – not just burger joints