Freakin' Unbelievable Burgers, a Flint Township gourmet burger restaurant that has landed on best burger joint lists and been called one to watch in the fast-casual restaurant concept, is opening its first metro Detroit location in Farmington Hills in late November.
Founder and president Brent Skaggs, who operates two other separate restaurants besides the Flint Freakin' Unbelievable Burgers, says Farmington Hills was chosen for a foray into metro Detroit for a number of reasons.
"We are franchising the concept. We started that in July this year. We wanted to go into a metro market," says Skaggs, who opened the Flint Township store in 2012. "We felt like Detroit metro was a great place and as we started looking around we found that Farmington Hills had the traffic counts, the demographics and we just liked the feel of the city."
He is hoping to have a freakin' unbelievable experience by besting nearby national burger chains, including Five Guys and Smashburger, with his selection of Angus beef burgers that come with a selection of 43 toppings, served on a brioche bun.
"We definitely will have competition, but we are a Michigan-based company so we're excited," he says.
Freakin' Unbelievable Burgers is getting noticed nationally. It ranked 12th on fastcasual.com's Top 100 America's Top Movers & Shakers at the National Restaurant Association convention in Chicago, and industry publication, BurgerBusiness, called the restaurant one of the top new burger joints in 2012. The second Freakin' Unbelievable Burgers will move into a former Burger King on Orchard Lake Road and be renovated to fit the fast casual concept, an upscale version of fast food. Think Panera Bread, Skagg says, counter service in a sit-down arrangement.
"The materials we use in the booths are nicer; so is the type of lighting. It's really a place you can sit down, watch a game, get a cold beer, a glass of wine…There's china, real forks. There's no tipping," Skaggs says. "It's a place you can get a burger fast and to go if you want, or to stay and enjoy if you want."
Once opened, the restaurant will employ 20 full-time employees, Skaggs says, and 20-30 part-timers.
Source: Brent Skaggs, president and founder, Freakin Unbelievable Burgers
Writer: Kim North Shine