While its menu is fast casual, some of the chain’s operating models are more QSR-focused, such as its focus on speed of service. The chain is moving to a casual dining service model in some of its stores.
Burgerville burgers are made from antibiotic- and hormone-free beef. Classic fries are always on the menu, as are traditional milkshakes, which also feature seasonal flavors on a rotating schedule.
Seasonal, limited-time offerings like Sweet Potato Fries attract customers throughout the year.
In February 2009, Burgerville began adding two gourmet, seasonal food combinations to its menu each month, such as the Roasted Portobello Focaccia Sandwich. The gourmet items feature a locally produced ingredient at the peak of its freshness.
In May 2009, Burgerville added pairing of local beers and wines to its gourmet, seasonal menu offerings at its Salmon Creek restaurant in Vancouver, Wash. The gourmet offerings have attracted more 20-somethings to the chain.
The Salmon Creek location in Vancouver, WA, is Burgerville’s most recent store design, one that reflects the casual dining experience the store is moving to, said Burgerville CEO Jeff Harvey.
Most of Burgerville’s stores reflect a more traditional QSR design, such as the interior shown here.
In 2009, Burgerville latched onto the food truck craze with the launch of its Nomad. The company tweets about the truck’s location. The customized kitchen in the 26-foot van helps the company expand its footprint without the investment.