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BurgerFi
How is BurgerFi refocusing its sales and marketing after 2025 changes?
The 2025 'Back to Basics' plan refocused BurgerFi on unit-level profitability, culinary quality, and digital efficiency. The shift moved the brand from rapid expansion to disciplined operations and targeted messaging to retain premium positioning amid cost-sensitive consumers.
Sales now prioritize delivery, loyalty, and franchise economics while marketing emphasizes data-driven campaigns, localized promotions, and premium ingredient storytelling to drive frequency and AOV. See BurgerFi Porter's Five Forces Analysis.
How Does BurgerFi Reach Its Customers?
BurgerFi's sales channels combine a refined physical footprint of 102 locations as of early 2025 with an expanding digital ecosystem that now represents approximately 38% of system-wide sales, blending corporate and franchised units to maximize accessibility and profitability.
Physical Retail Footprint
The company focuses on high-traffic suburban and urban hubs after strategic closures of underperforming sites to improve unit economics and drive same-store sales.
Digital Direct-to-Consumer
The proprietary mobile app and website deliver a DTC experience that reduces third-party commissions while capturing first-party customer data for targeted marketing and loyalty.
Third-Party Delivery Partnerships
Partnerships with DoorDash, UberEats and Grubhub extend reach into on-demand channels, balanced by incentives to drive orders to the app and reduce commission drag.
Non-Traditional & Captive Markets
Presence in airports and arenas, including Fort Lauderdale-Hollywood International Airport, captures high-visibility, high-volume traffic and supports brand discovery.
BurgerFi has also tested ghost kitchens and dual-brand operations—leveraging integration with Anthony’s Coal Fired Pizza to improve kitchen efficiency and expand reach without proportional real-estate spend.
Omnichannel Performance & Growth Drivers
Key sales-channel facts inform the BurgerFi sales strategy and marketing plan, driving customer acquisition, loyalty and unit-level profitability.
- Physical stores remain primary revenue driver across 102 locations as of early 2025
- Digital channels contribute ~38% of system-wide sales, boosted by the branded app and website
- Third-party delivery partners expand reach while loyalty incentives improve app penetration
- Co-branded kitchens with Anthony’s enable dual-brand models that increase labor and real-estate productivity
For historical context on brand evolution and channel expansion see Brief History of BurgerFi
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What Marketing Tactics Does BurgerFi Use?
BurgerFi's 2025 marketing tactics combine AI-driven personalized communications, programmatic outdoor ads, and hyper-local mobile targeting to drive visits and increase average check via LTOs and rewards-based promotions.
Rewards-led Retention
The BurgerFi Rewards program segments customers by frequency and check size using AI, enabling targeted email and SMS incentives that lift repeat visits and spend.
Performance Digital Media
Digital performance marketing focuses on paid social and programmatic search; campaigns are optimized daily against sales lift and incremental ROAS.
Social & Influencer
TikTok and Instagram are prioritized for Gen Z and Millennials using high-definition food video and influencer partnerships to reinforce 'chef-crafted' positioning.
Limited Time Offers (LTOs)
Premium LTOs, e.g., Wagyu and truffle items, are used to test price elasticity, generate earned media and drive short-term ticket inflation.
Geo-targeted OOH & Mobile
Programmatic outdoor ads and geo-fenced mobile creative target consumers within a three-mile radius during peak lunch/dinner windows to boost foot traffic.
Data-Driven Measurement
Advanced POS integration measures campaign ROI in real time, enabling reallocation of spend within 24 hours to highest-performing channels.
The marketing tactics support BurgerFi sales strategy and BurgerFi marketing plan by blending national brand messaging with store-level activation and measurable digital channels.
Execution Highlights & Metrics
Key execution elements and 2025 metrics tracking:
- Rewards segmentation: customers split into high-frequency, mid-frequency, low-frequency cohorts with targeted offers yielding incremental visit rate increases of up to 12% in pilot markets.
- Digital ROAS: programmatic and paid social campaigns target a blended ROAS benchmark of 4.0x for promotional windows.
- LTO performance: premium Wagyu and seasonal truffle items drove average check increases of 8–15% during LTO weeks in tested units.
- Geo-fenced conversions: mobile ads within a three-mile radius achieved click-to-store conversion lifts of 6–10% at peak hours.
- Influencer reach: short-form video partnerships delivered view rates exceeding 1.2 million impressions per campaign in national pushes.
- POS attribution: real-time campaign attribution reduced budget reallocation lag to under 24 hours, improving media efficiency by an estimated 9%.
For deeper context on BurgerFi business strategy and growth initiatives, see Growth Strategy of BurgerFi
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How Is BurgerFi Positioned in the Market?
BurgerFi positions itself at the nexus of 'premium quality' and 'environmental responsibility,' promoting 'The Better Burger' through ingredient integrity and eco-conscious design to attract value-driven, ethically-minded diners.
Core Value Proposition
The brand emphasizes 100 percent natural Angus beef under the 'Never-Ever' program guaranteeing no antibiotics, hormones, or steroids, driving brand equity among health-conscious consumers.
Visual &store Experience
Industrial-chic design uses upcycled materials and FSC-certified wood to reinforce BurgerFi's environmental USP and support its positioning versus QSR competitors.
Pricing Position
Aligned with the 2025 'value-driven luxury' trend, BurgerFi offers a marginal price premium over QSRs while marketing superior taste and sourcing as affordable indulgence.
Chef-led Differentiator
Menu development is promoted as chef-led rather than corporate R&D, a key defensive message against regional fast-casual entrants and for brand authenticity.
Brand consistency is enforced across digital, in-store, and PR touchpoints with an approachable yet authoritative tone that supports BurgerFi's sales strategy and marketing plan.
Brand Trust Metrics
Independent rankings place BurgerFi among the 'Top 10 Fast Casual Brands' in multiple 2024–2025 industry lists, supporting positive brand perception and franchise momentum.
Customer Targeting
Core segments include health-conscious millennials and value-driven professionals; messaging emphasizes quality sourcing, sustainability, and culinary credentials.
Digital & Loyalty Integration
Digital ordering, mobile offers, and loyalty promotions drive higher AOV and repeat visits; mobile/delivery channels contributed an estimated 30% of sales in recent fiscal reporting periods.
Competitive Positioning
Against national QSRs, BurgerFi trades on superior ingredients and experience; versus regional fast-casuals it leans on scale, brand awards, and franchise support for expansion.
Marketing Messages
Campaigns foreground the 'Never-Ever' promise, sustainability credentials, and chef-developed menu items to reinforce BurgerFi brand positioning and advertising approach.
Supporting Resources
For an analysis of revenue drivers and the business model that underpins this positioning see Revenue Streams & Business Model of BurgerFi.
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What Are BurgerFi’s Most Notable Campaigns?
Key Campaigns highlight BurgerFi sales strategy through transparency, cross-brand partnerships, and premium limited-time offers that drove measurable sales and engagement gains in 2024–2025.
Return to the Source
The 2025 'Return to the Source' campaign used QR codes on packaging linking to short-form documentaries about specific ranches, boosting transparency in the supply chain and reinforcing BurgerFi brand positioning.
Performance Metrics
The initiative produced a 12 percent year-over-year same-store sales lift in Q1 2025 and generated over 50 million earned media impressions, supporting premium pricing during inflationary pressures.
BurgerFi x Anthony’s Power Pair
The cross-promotional app-based partnership increased wallet share across brands, delivering a 15 percent rise in app downloads and measurable cross-brand trial among existing customers.
Multi-Brand Ecosystem
Designed to expand BurgerFi customer acquisition via shared promotions and app incentives, the effort reinforced the company’s sales and marketing plan for multi-brand growth.
The company also leveraged limited-time offers and social-driven product launches to capture premium demand and drive short-term profitability.
Wagyu Wedge LTO
The 2024–2025 Wagyu Wedge campaign introduced a high-margin Wagyu burger promoted through high-impact social 'food porn' content, becoming the highest-grossing seasonal item in company history.
Digital Activation
QR-driven storytelling and app-exclusive offers exemplify BurgerFi's digital marketing tactics and how BurgerFi leverages technology in its sales process to drive app adoption and loyalty.
Pricing Justification
Transparency-focused messaging helped justify a premium pricing strategy versus competitors during 2025, supporting average check increases and margin preservation.
Earned Media Impact
Over 50 million earned media impressions from the supply-chain documentary series amplified brand trust and expanded reach without equivalent paid media spend.
App and Loyalty Growth
Cross-promotions and app-first rewards increased BurgerFi customer acquisition and app downloads by 15 percent, contributing to repeat visit frequency improvements.
Social & Influencer ROI
High-engagement social creatives around premium LTOs delivered outsized ROI, validating BurgerFi's advertising approach focused on visual food content and influencer collaborations.
Key Takeaways
Campaign learnings informed ongoing BurgerFi business strategy, emphasizing supply-chain transparency, app-driven promotions, and premium LTOs to drive sales growth and brand differentiation.
- Supply-chain transparency drove a 12 percent same-store sales lift in Q1 2025
- Earned media exceeded 50 million impressions for the 'Return to the Source' campaign
- App downloads rose 15 percent from the 'Power Pair' partnership
- Wagyu Wedge became the highest-grossing seasonal item in company history
For competitive context and further analysis of BurgerFi's competitive positioning and marketing tactics see Competitors Landscape of BurgerFi
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