Meet James

Auckland BurgerFuel franchisee, James, is a long time North Shore local, currently residing on the sunny Hibiscus Coast with wife Tracey and a brood of 5 teens. Being one of the very first franchisees in the system, he has first-hand experience with the growing pains of a start-up brand with lofty ambitions and all the challenges that come along with it. In 2000, he opened BurgerFuel Takapuna with fellow franchisee, Matt. 20 years on, he is now the proud owner of 5 stores in Albany, Windsor Park, Westgate, Silverdale and Whangaparaoa.

Claiming his love for the Flame Thrower (cue the hate mail for removing this fan favourite from the menu) was what made him buy his first store, but more so his experience as a customer and the general product on offer, that piqued his interest to investigate what it might take to own a BurgerFuel. “I have always believed in the brand’s uncompromising commitment to quality and locally sourced ingredients”.  

Today, it is the following and advocacy that he sees from New Zealanders that really intrigues him. “Our customers are genuinely passionate if we get it wrong at BurgerFuel, but equally so if we get it right”, James says, “We get so much support from customers, particularly during the current climate. It’s fantastic and so appreciated by the staff”.

With multiple stores to keep on top of, James is very engaged with his staff and has an excellent support system of store and shift managers. He has always invested in community activity, ensuring a local brand presence respective to each store, such as events like Uni O-weeks and the Rodders Beach Festival in Orewa, as well as other local business collabs like Cranfield Automotive & Tyres Silverdale annual event and Underground Skate & Surf retail partnership.

A keen fisherman (we’re still waiting on an invite) with a dry sense of humour, he is a franchisee who is genuinely well loved and respected at Head Office. Though he’ll never tell us he loves us back, he does wryly agree that there is “a real family feel to the brand”. Try his BurgerFuel hack of a Burnout with beef instead of chicken and you won’t be sorry.

BurgerFuel Albany: 7 Mercuri Way, Albany | Ph: (09) 415 2315 | Mon - Sun: 10am – 12am

BurgerFuel Silverdale: 16 Wainui Rd, Silverdale | Ph: (09) 421 0333 | Sun – Thurs: 10am – 10:30pm | Fri – Sat: 10pm – 11pm

BurgerFuel Westgate: 579 Don Buck Road, Westgate | Ph: (09) 832 0013 | Mon - Sun: 10am – 12am

BurgerFuel Whangaparaoa: 651 Whangaparaoa Rd, Whangaparaoa | Ph: (09) 424 3333 | Sun – Thurs: 10am – 9:30pm | Fri – Sat: 10am – 10pm

BurgerFuel Windsor Park: 544 East Coast Rd, Windsor Park | Ph: (09 478 4366 | Sun – Thurs: 10am – 10pm | Fri – Sat: 10pm – 11pm