Gustoso Group rebrands 15 Better-Burger outlets
The Gustoso Group is rebranding 15 Better-Burger locations. An interview with Alexander Kleinhans, CEO of the Ruff’s Burger Group.
What is happening with the burger brands of the Gustoso Group, particularly in relation to Ruff’s Burger?
Alexander Kleinhans: As part of our partnership with the Gustoso Group, we have developed a comprehensive strategy to bring together the various Better-Burger concepts within the group. Ruff’s Burger will be the lead brand. Our goal is to unite all Better-Burger brands in Germany under the umbrella of Ruff’s Burger. To do this, we will standardize existing processes of individual brands and rebrand the restaurants as needed.
A good example is the conversion of the mux + muh and Beef Brothers brands, which we have already completed. This process will continue over the next 12 to 18 months so that all our burger restaurants will either operate entirely as Ruff’s Burger or carry the addition “by Ruff’s.” We aim to create a unified and strong brand image that reflects the quality and experience of Ruff’s Burger.
What is the concrete timeline for the rebranding?
Each remodeling is carefully prepared. We will start with the next locations in the fourth quarter of 2024, initially focusing on key locations in Germany.
Our goal is to establish Ruff’s Burger as the lead brand in all restaurants within the next 18 months. We will begin with the locations that offer the greatest potential to increase brand awareness and acceptance.
Why did you decide to carry out the rebranding now?
The timing was strategically chosen. In Germany, about 45 burger restaurants now belong to the Ruff’s Burger Group, including the sister brands, generating a system revenue of approximately 42 million euros. The advantages of a unified brand presence clearly outweigh the alternatives.
We have closely analyzed the market in recent years and identified synergies within our brands. The initial remodeling projects have provided valuable insights, enabling us to continue the process more efficiently. A unified branding increases recognizability and strengthens customer loyalty, as well as the efficiency of our communication.
From Design to Supply Chain
What does the remodeling of the restaurants entail?
The remodeling involves several steps, from the visual redesign of the restaurants with new logos and designs to the adaptation of supply chains, food offerings, and operational processes. Standardized marketing and communication strategies will also be introduced.
We train our employees and franchisees to ensure that the new brand standards are consistently implemented at each location. Our goal is for every guest to receive the same high-quality service experience, regardless of which Ruff’s Burger restaurant they visit.
How many locations are affected by this process?
Currently, around 15 locations are directly affected by the remodeling, including both company-owned branches and franchise locations. However, this number can change at any time, as we continuously explore additional expansion opportunities and, if necessary, include more locations in the process.
How have franchisees reacted to this decision?
Our franchisees are an integral part of our growth strategy, which is why we have actively involved them in the decision-making process from the beginning. Through regular and intensive exchanges, we have transparently conveyed the vision behind the merger.
The feedback has been predominantly positive, as a unified brand also brings many advantages for them, such as more efficient purchasing processes, stronger brand perception, and optimized marketing measures.
Exception: the Swiss Brand
Will the 13 Burgermeister units in Switzerland also be renamed to Ruff’s Burger?
No, the Burgermeister locations in Switzerland will remain, as they are an established and leading brand in the Swiss better-burger market.
However, we aim for close strategic and operational cooperation between Ruff’s Burger and Burgermeister to leverage synergies in areas such as operations, F&B, store design, and marketing.
How has the partnership with the Gustoso Group impacted Ruff’s Burger’s business development?
The partnership with the Gustoso Group was the right step for us to establish Ruff’s Burger as the leading better-burger brand in Germany. It has enabled us to expand our number of locations more quickly and tap into new markets. The professional company structure was also significantly advanced through this support.
What role do digital transformation and technology play in your brand strategy?
Digital transformation is a central part of our strategy. We are investing in digital ordering and payment systems as well as online marketing campaigns to efficiently reach our target audience.
Our self-order terminals have already led to a significant increase in the average ticket size, and modern technologies allow us to automate processes and make data-driven decisions.
What are your long-term expansion plans?
In the long term, we want to expand both nationally and internationally. In Germany, we see potential in urban metropolitan areas and emerging regions. Internationally, we have our eyes on the DACH region as well as other European markets like the Netherlands.
We rely on a hybrid model of company-owned and franchise locations.
Will there be an expansion abroad soon?
Definitely! Where exactly, we cannot reveal yet, but we are close to concluding negotiations.
Are innovations in the menu planned?
Yes, we are constantly working on innovating our menu. In the coming months, we plan to introduce new offerings that cater to current nutritional trends, such as high-protein alternatives. Additionally, the “Smashed” category will receive more attention to surprise and delight our customers.
About the Gustoso Group
Since its founding in 2015, the Gustoso Group, based in Munich, has expanded its number of locations to over 170 through organic and inorganic growth. Gustoso includes the brands 60 seconds to napoli, Ciao Bella, Cotidiano, Ruff’s Burger, and Otto’s Burger in Germany, Cucina Ristorante and Burgermeister in Switzerland, as well as ‘t Zusje in the Netherlands since June/July. The stated company goal is to become one of the leading multi-brand gastronomy platforms for the most innovative and successful gastronomic concepts in Europe.
