We have to say that we’re quietly relieved that New Zealand-based BurgerFuel has gone quiet on its plans for launching in Libya, but the fast food company is still on the fast track to world domination – in some of the world’s most dangerous places.

We’re not sure why, in its global expansion, BurgerFuel decided to eschew the relative stability and safety of Asia and Europe – where most of the US giants have chosen to embark on their growth path – for the Middle East. Granted that the region is booming as oil-rich countries look to diversify their economies and democracy has taken a finger hold. But surely you have to have balls of steel to open restaurants in places like Iraq, where BurgerFuel set up in 2012 and suicide bombings this week killed more than 50 people, and Egypt, where its first store will be opening this year, according to the company.

When he founded BurgerFuel in 1995, CEO of International Expansion Chris Mason (pictured above at right) said in a recent New Zealand Herald story that he’d had “no idea I'd be sitting here in Dubai in 2014.” 

But Mason’s biggest challenge may come next year when the company begins the next phase of its expansion into what is arguably the most dangerous place on earth – the United States. Certainly it has to be the planet’s most saturated burger market, but buoyed by the backing of new investor Franchise Brands, an investment vehicle for Subway franchise founders Fred DeLuca and Dr Peter Buck, BurgerFuel chief executive Josef Roberts is targeting 1000 new stores by 2022.


Article by Robin La Pere, No Ordinary Business and Franchise Consultants

Contact me at robin@noordinary.co.nz.

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Robin La Pere of

No Ordinary Consultants has been a marketing manager, franchise manager, CEO, franchisor and franchise consultant for more than twenty years. Over that time he has built successful franchises from scratch and helped existing franchisors to improve and grow their franchises.