In a world of global quick service restaurant giants like McDonalds, how do you sell burgers in an already saturated market? You transport customers from their everyday lives in Brisbane, Australia to the gritty Prohibition era in the US and transform your casual dining experience into a burgers-turned-cocktail bar called the Memphis Tennis Club. According to new Burger Urge CEO Shawn Kerr, this combination of dining with entertainment is the future of the QSR industry and within the next two months, the chain will launch a deep sea dive-themed restaurant in tropical Darwin. Later in the year, a Blues Brothers-themed restaurant will also open up in Tamworth, Australia’s home of country music.“We’re not here to compete with Hungry Jacks and Maccas, but we’re looking for our point of difference, where people want to enjoy the space,” Kerr told Inside Retail, adding that the business is agile enough to follow food trends and update its menus to keep customers interested. “We’re looking at the five senses and thinking about how to engage them and create something that’s different and appealing.”Kerr took the helm at Burger Urge just last week, but he’s had a 32-year-career in the QSR industry and worked at major chains like Cinnabon, Carls Jnr, Zambrero and McDonalds, where he his roles have involved international expansion. Now in his new job, Kerr is focusing on growing Burger Urge’s local presence, then tackling the overseas market – but in an “appropriate” manner, at around 10 new stores a year.“We don’t want to open 40-50 units and then it becomes a stagnant brand. We want to be growing entertainment and venue space, something that’s a bit different,” he said.“Overseas expansion is an area of importance and I want to guide the business. I don’t want to just go, ‘We’re going to ABC part of the world tomorrow’. We need to get our platform and processes right in Australia. Without the core foundation, I’m not prepared to let it go overseas. It’s critical. “Covid is very much part of our lives and I don’t see it settling until mid- to late next year. If we go into international waters, we need to think about what government and economic confidence is like in the region.”Kerr hinted that a move into New Zealand may be the first cab off the rank in terms of international expansion.Entertainment is a key part of food retail now, says Kerr. Image: SuppliedDoing goodOne of the drawcards of Burger Urge for Kerr is the brand’s focus on social responsibility and the brand’s five-year-plan around sustainability. The business is a partner with the Good Food Revolution and aims to eliminate plastic from its restaurants, implement recycling practices, expand its plant-based menu and ethically source animal products.“[Founders] Sean and Colby Carthew are less concerned about growth and bottom line and more interested in making a positive contribution to the world, which is very appealing to me and a vision I can really get behind and help drive forward,” Kerr said.