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BurgerFuel's plan to take over America

BurgerFuel's plan to take over America

BurgerFuel is branching out into the United States, and it's giving its first few American customers a Kiwi pen pal connection.

In the lead-up to opening its flagship store in Indianapolis this week, BurgerFuel asked fans in New Zealand and Australia to write a postcard to a future BurgerFuel customer in the US telling them why they love the fast food brand. Fans could also choose to add their social media handle in the hope of picking up a modern day digital pen-pal. The postcards are then handed to customers when they dine in BurgerFuel's Broad Ripple, Indianapolis store. 

With the postcards being distributed to American customers since the start of the week, BurgerFuel says they're now seeing a quite few digital pen pal connections pop up, as well as a lot of buzz around the postcards on social media.

Several postcards gave new customers their suggestions on what to order from the menu, with BurgerFuel's infamous kumara fries and 100 percent grass-fed beef getting ticks of approval. 

In addition, Kiwi and Aussie fans are being asked to submit a video telling Americans what BurgerFuel is all about, with the company giving out 50 free American Muscle burgers every day for those that submit. 

The best submissions will be compiled into a bigger video to serve as BurgerFuel's first piece of advertising content in the USA.

The Kiwi burger brand officially opened its first North American store after ending its association with Franchise Brands.

Franchise Brands had reportedly delayed the chain's opening in America, forcing BurgerFuel to open an independent company-owned store.

USA-based BurgerFuel founding director Chris Mason says the community surrounding the store has shown excitement in the lead-up to the opening.

“Our resident artist has been in Indianapolis painting around the clock to create custom-designed murals, not only in our store but throughout the community of Broad Ripple,” says Mason.

BurgerFuel CEO, Josef Roberts says that while it’s been “an epic challenge to open our first BurgerFuel store in the USA”, after ending the partnership with Franchise Brands following the passing of Fred de Luca, the company made the decision to go it alone and open independently.

“Like any store we open, you never know how it’s going to go until you swing the doors and start trading but we feel confident in the way that we have birthed the brand in the USA as well as all the resource and support we have provided for this historic opening,” he says.

This story first appeared at StopPress.