SINFULLY DELICIOUS

The

Burgertory’s creations. Hasheam Tayeh, CEO, tells us about the rapidly expanding gourmet burger chain with a devilish play on purgatory

Writer: Jack Salter | Project Manager: Liam Pye

We have created our own version of purgatory, an Australian-owned burger haven where people come to forget their constant battles between good and evil.”

Burgertory welcomes those seeking the best of both worlds, bringing heavenly freshness and quality fit for the gods with a touch of Lucifer’s cheekiness.

Upon opening its doors in 2018, visionary CEO Hasheam Tayeh quickly realised Burgertory had something special that could become more than just a transaction, but a place to seek refuge from average burgers.

The company’s creative play on purgatory, a devilishly unique identity and story, is one of many inspiring and innovative concepts being born each day in the Australian food and beverage industry.

“It’s definitely an exciting space to be in. It’s forever growing at a really fast pace, so you must keep up or be left behind. It comes with many sleepless nights and constant pressure, but that’s what drives us,” Tayeh says.

“We are disruptive, loud and always try to stay ahead of the curve. From our food to the design of each branch, it is constantly elevated.”

Aggressive Expansion

Burgertory is one of three new and exciting brands recently established by Tayeh, along with Mipasto and Bean Lab.

Tayeh, who completed his studies in banking, finance and international trade at Victoria University after attending the Qatar Leadership Academy, attributes his ability to simultaneously operate multiple brands to the support of his talented team.

“Together, they offer customers a captivating experience, renowned customer service, and the highest quality food,” he acclaims.

The three brands have now expanded to more than 35 sites across Victoria, with Burgertory impressively becoming one of the biggest independently owned and operated gourmet burger chains in Australia following the opening of the flagship Box Hill store.

Three more Burgertory branches are set to open in Melbourne within the next two months, and by the end of 2023, the company hopes to have over 50 stores in operation including 10 new restaurants in New South Wales (NSW).

“Expanding to Sydney will be one of the most important milestones for this company. I aspire to continue our growth and expansion across Australia, supporting local communities and creating job opportunities,” Tayeh emphasises.

“Sydney is a very exciting city with a rich culture that appreciates great food. Our plan is to first open up in the west as we think it has the most potential with a dynamic demographic that aligns with our customer base.”

Burgertory is expanding aggressively across Australia, with Sydney being the first on the hit list, as it seeks to be the country’s very best burger chain.

“We also plan to achieve this ambitious goal by empowering the people we work with and our customers, while our operations team makes sure that we are constantly going back and strengthening the foundations that got us to where we are today,” adds Tayeh.

Packed With Flavour

As well as its devilish image, Burgertory is known for its colourful buns and outlandishly large, flavoursome burgers.

TAYEH’S TIMELINE OF SUCCESS

2007 – Arrived in Australia aged 16, graduated from the Qatar Leadership Academy

2008 – Started Electronics on the Move (sold in 2009)

2011 – Bought a doughnut manufacturer called Creamy Crunchy Donuts (sold in 2013)

2014 – Bought EzyMart convenience stores to Victoria

2015 – Started Hashtag Mobile Accessories

2017 – Started Mipasto

2018 – Started Bean Lab and Burgertory

2022 – Burgertory becomes the largest independently-owned burger chain in Australia

2022 – Launched industry-first incentive scheme for Burgertory workers