Premium fast food chain Prime Burger will replace outlets of Fine Burger Co in a number of retained, fixed-site kiosks at sites across London, after owner Magicgoal decided to replace the brand.
A newly rebranded outlet at ExCel London will be added to the earlier addition of a Prime Burger outlet at St Pancras International, which forms part of the station’s newly built, mezzanine-level food court. Its opening falls in line with Network Rail’s plans to reduce the number of high-street brands and franchise food outlets at the UK stations that it operates, and the new Prime Burger will sit alongside outlets including Greene King, Leon, and a Gino D’Acampo pizza restaurant operated by SSP.
Magicgoal will also rebrand its Fine Chicken Co restaurant at the ExCel centre as Rotisserie, while growing its existing outlets such as Coffee Dogs at King’s Cross Station.
The company has also enlisted London-based agency The Cult to handle its PR activity as it embarks on a campaign of marketing initiatives, including an eight-minute guarantee, Burger-Meister classes, breakfast club and securing influential celebrity endorsements.
The move represents “a significant investment for a small business to invest in building media profile in consumer and trade media and we’re really looking forward to developing our brand awareness,” said Magicgoal director Sam Steele.
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