Feature: Chewing the fat

How do you build a successful burger business in a market as competitive as the UK capital? Tom Stock and Craig Povoas, co-founders of Burger & Beyond, seem to have it cracked

When was the last time you sunk your teeth into a fully-loaded burger? Given that the UK consumes some 2.5m beef burgers alone in a single year (Secrets of the Fast Food Giants, Channel 5), spending an incredible £15bn annually, you likely had your hands on one of these succulent hand-held eats not too long ago.

According to Foodservice insights company Meaningful Vision, there are 3.6 burger chain outlets per 100,000 people here in humble Blighty, leaving patty-loving punters spoilt for choice when deciding where to settle their cravings. Sitting comfortably among them is Burger & Beyond, with three restaurants nestled in some of London’s foodie hotspots – Borough Yards, Shoreditch and Soho.

“For most people, making a decent burger isn’t something they’re going do at home, opting instead to go somewhere where they know what they’re eating will feel like a real treat to be enjoyed and savoured,” says Craig Povoas, who founded the brand alongside friend and business partner, Tom Stock. “I think burgers are so unconditionally loved because, in many ways, they are the ultimate comfort food. They can be enjoyed for any occasion – from dinners with friends through to family celebrations.

“Without a shadow of a doubt, our best-seller is the signature ‘Bacon Butter Burger’,” he beams. “It has everything guests know and love about our cheeseburger, but goes the extra mile with crispy pancetta bacon and our burnt butter mayo. It’s very indulgent and has become a cult classic, having featured on our menu since we opened our Shoreditch restaurant in 2018. I think it continues to hit the spot because it’s simple, tasty and delicious – and it isn’t going anywhere anytime soon!”

This duo’s hospitality background is far from traditional, with neither one having worked in a restaurant until the very day they opened their own. “We first started trading from a small food truck in our hometown, Colchester, back in 2015,” adds Stock. “After pretty quick success, we expanded the operation by purchasing a second truck and taking on the festival scene, which is where we started to catch the attention of the larger London markets.”

After a few years of refining their product and growing their reputation through some pretty exciting residencies, the pair were finally in a position to open their first permanent site. “The decision to open a fully serviced restaurant rather than a takeaway was easy,” chimes Stock. “From the start, we wanted to create an elevated venue and experience that stood out from the grab-and-go burger diners in the capital. The concept itself was born out of Craig’s love of British-American cuisine and passion for using high-quality, rare-breed meat – something that’s still at the core of everything we do today at Burger & Beyond. From the décor and customer service to the cocktail menu and music playlist, time and care is taken with everything we do in our venues.”

Collabs & Beyond

To stay in the minds of guests and drive loyal custom, it’s important to keep things fresh. Recognising this, Stock and Povoas are always on the lookout for brands to partner up with on limited-edition menu specials and unique events.

“We’ve been lucky enough to run two amazing collaborations so far this year,” highlights Povoas. “In January, we teamed up with acclaimed restaurateur Richard Turner, taking our vegan items off the menu for a month and replacing them with dishes that shone a light on the quality meat available from British farmers and butcheries at a time when they needed it most. It was definitely a controversial move and it ruffled some feathers, but at the heart of the campaign was our shared love for the amazing quality of meat being produced and farmed responsibly in this country.”

The team has also just wrapped on a month-long collaboration with Canadian chef and social media star Lauren Dagenais, whose exclusive menu additions included a 45-day aged steak tartare tostada, a pineapple and chilli butter fried chicken burger with salsa verde hot sauce and a clotted cream ice cream dessert topped with sea salt and his very own olive oil. As Stock explains: ‘Collaborations are great. They’re exciting for us, our staff and hopefully our customers, too. They give us a chance to think outside the box not only when it comes to the food offering itself, but also the events and content we create around them. They are ideal for keeping customers engaged and the brand moving forward.

“The main benefit that brand partnerships give us is a great opportunity to introduce Burger & Beyond to a whole new audience who may not have heard of us before. That’s why it’s so important to us that we try and collaborate with a wide range of people and businesses, not just other like-minded restaurants.”

London & Beyond

In a city as fast-paced and densely populated as the capital, it takes a keen and savvy mind (or in this case, minds) to create a brand with the strength and longevity to cut through the noise. “What really sets us apart from our competitors is that we spend a lot of time curating all areas of the menu, and we regularly change our cocktails, starters and sides in line with the season,” says Povoas. “People come for our burgers and are pleasantly surprised by everything else we have on offer. We really want guests to come and enjoy the full experience when they come and dine with us.”

While Stock has enjoyed the privilege of travel, soaking up beautiful cultures and cuisines in all corners of the world, like many, he still views London as the global food capital. “We’re extremely proud to have numerous successful locations in a city with such high standards,” he muses. “There are always plenty of challenges facing restaurateurs trading in London, such as very high rent compared to the rest of the UK, which in the past has been countered by having seven days of busy trade a week. Unfortunately the cost of living means this isn’t really the case anymore, causing a noticeable change in people’s dining habits. It’s one of the key reasons for so many restaurants and bars closing this year. It’s survival of the fittest at the moment.

“On a broader scale, I could get started on the government, their policies and the general lack of support or understanding of the problems facing our sector, but we haven’t got all day!”

The brand’s estate across the city continues to flourish, but launching in key locations across the UK and internationally has always been part of the plan. Things were set in motion back in March 2023, when the duo set up a delivery-only kitchen in Manchester. However, that residency actually came to an end in September.

“But here’s your exclusive – we’ve just signed on a new location in Manchester, which will be opening next year. We’re super excited!” says Stock.

So, what is it about Manchester that’s drawing so many of London’s homegrown restaurant brands up north? The move will see Burger & Beyond join the likes of Lina Stores, Flat Iron, Caravan and Chotto Matte, all of which are planning to establish outposts in the city – if they haven’t already.

“I love it up there, and have been visiting regularly for about 15 years,” he explains. “It feels like a home from home. The culture and people are just great. It’s a forward-thinking city, full of exciting projects in all sectors – food, fashion, music and art. Even the level of construction happening up there is crazy. Everywhere you look, it’s booming. Manchester’s been going through this real resurgence over the past four or five years, and I think it’s only just getting started. We’re really proud to be heading up there to be a part of it!”

(Images: @lateef.photography)

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