Another will likely open in Vancouver's downtown, and a third will open in Calgary in 2005.
It's the first foray of the chain -- which defiantly eschews the low-carb craze with references to Fatkins in its menu -- outside the United States. Fatburger originated in Los Angeles in 1952, three years before Ray Kroc opened the first McDonald's in Illinois in 1955.
"I'm sure we'll find some hamburger lovers in Canada," said Dan Pittman, spokesman for Fatburger's head office. "It's part of an anticipated 20 new restaurants we're planning to open in the next 12 months."
Three of the restaurants will be in western Canada, but Frank Dibenedetto, who owns the Canadian franchise of Fatburgers, said Tuesday the chain plans to spread across the country. Dibenedetto, CEO of the 51-restaurant chain Ricky's All Day Grill, said he's been preparing to bring Fatburger to Canada for four years.
"Fatburger is the Krispy Kreme of burger places," he said. "It's that iconic. People who go to Fatburger are driven by taste and quality, not driven by convenience and price."
Dibenedetto said customers won't find cheap burgers at Fatburgers, which also sells milkshakes, onion rings and hot dogs.
The Baby Burger is expected to go for about $3.79, with the top burger selling for more than $6. "The type of person who is shopping for a $1.79 burger experience are not going to be Fatburger's core customers," Dibenedetto said.
Dibenedetto thinks Fatburger, which has a decidedly hipper reputation than Ricky's, is a good fit with his existing corporate business.
"The person that runs Ricky's, me, has hamburger in his veins. I always wanted to be in the hamburger business, and [I] identified this opportunity four years ago." Vancouver-based Dibenedetto said he held off bringing in Fatburger to B.C. because he thinks the market is better suited now than it was a few years ago.
"One of Fatburger's slogans is it's not for everybody," he said. "The phenomenon of the West Coast healthy lifestyle is perhaps overstated. Vancouverites may pride themselves on being healthier than the rest of Canada, but they also love burgers and doughnuts."
Dibenedetto said local burger chain Vera's Burger Shack is popular because it borrowed a concept that started with Fatburger. Both places make their burgers to order and take pride in not using frozen, prepackaged ingredients.
The suggestion that Vera's Burger Shack copied Fatburger is the equivalent of burger trash-talking, according to Vera's co-owner Gerald Tritt.
"I've been to Fatburgers, and I've eaten a Fatburger. It's a good product. Personally, I think ours is better, but I think the public will decide that," Tritt said. "I do know that Frank eats Vera's burgers. That's where he comes for his burgers."
Tritt said Vera's is planning its own expansion, and is looking to open four more restaurants within the next 24 months.
© The Vancouver Sun 2004
|
