CaliBurger

Strange and interesting. Based on the 'California-style burger'-there are no locations in California. In fact, until now, there have been no US locations. This is a concept that was created five years ago to take overseas, according to John Miller co-founder and chairman. It started in Shanghai, then throughout Asia, the Middle East (next time you're in Dubai…), and Europe. Sumeet Goel, chief operating officer tells me they are on four continents, with 25 locations under construction. Sumeet's office address is Woodland Hills, CA, but he says he's from Baltimore. The first US location is on the Ave in Seattle's University District. They started outside the US because they serve made-to-order burgers and fries. As there's no real shortage of these in the US, they went elsewhere. So how are they different?

Sumeet says they are a tech company that sells cheeseburgers. And here's why. They're going after the millennials-young, tech savvy folks who want high tech entertainment on their mobile device. At the entrance, you can order at a station (no walking to the register!) and pay with Samsung or Apple Pay. Their app will have been released by the time you read this and using it can net you some free games as well as allow you to order online (who wants to use the station or the register?). There are charging stations on each table. Simply put your phone with its built-in charger on the spot and away it goes. If you are so old school you do not have a built-in charger, they have chargers at the register (see, some of you do have to go there). They'll have more games but right now are focusing on Minecraft. You (or your kids) can use your mobile device to play the game from different tables and with others in the room. "It really generates excitement in the store," says John. "When I was young, I loved McDonald's because it had the physical playground. We're offering a virtual playground." Versus other fast food places, CaliBurger wants you to sit down and stay awhile. If you're not into games, but your kids are, let 'em roll while you enjoy a bourbon milkshake or local beer. No friends? Come in and use the free Wi-Fi.

The menu is simple: a traditional cheeseburger or Cali Double. Chicken sandwich with avocado mayo or a chicken chipotle bbq sandwich with bacon. Grilled cheese sandwich. Seasoned fries or Cali fries-American cheese, onions, special sauce. The aforementioned spiked shake (vanilla, chocolate, strawberry) or regular shake. Local beer, Rachel's Ginger Beer, other assorted non-alcoholic drinks. Produce comes from a national food service, but CaliBurger requests produce sourced locally.

The interior is simple: banquettes on one wall, metal chairs, tile floor. Clean lines. All you need is a great view (from all seats) to the huge screen on the wall where your games are waiting. There are heaters over the sidewalk seating so even in winter you can enjoy the Northwest.

Reyaz Kassamali is the local franchisee. "I found CaliBurger early on and got this location," he explains. "I'm a recovering lawyer/banker and worked in equity funding for 17 years, always with retail customers. I often worked with distressed or under-managed brands, and have run franchise platforms." He was raised in Canada and came to the US to get his undergraduate degree and two law degrees. He's lived all over the world and has family in California and B.C. "I'm happy to be closer to family and want to be part of the community."

Reyaz and John

They wanted to start in Seattle because of the tech savvy nature of the place/people and because we're pretty picky about our food. They're going with the "if we can't make it here, we can't make in anywhere in the US." This may be the one sticking point. There may not be better burger places on the Ave (their claim), but there are better burger places in Seattle. They will need to up their game (food, not Minecraft) to get people to return.*

CaliBurger
4509 University Way NE
Seattle, WA 98107

www.caliburger.com

* Apparently since opening, there are lines out the door. You just never know.

Connie Adams/November 2015