Cult Brisbane burger business to expand across Australia

One of Brisbane’s most beloved burger operations is rolling out an impressive expansion plan to take the business national.

It’s developed a cult following in Brisbane with its over-the-top bun creations that have blown up on social media, now Hashtag Burger & Waffles plans to take on Australia.

The locally run eatery has just opened a third store in the Queensland capital, with two more to launch in Brisbane in the next three months.

“Our short term goals are to have five by the end of the year, we’re almost there and have another two in the works at the moment in the Brisbane area,” said founder Matt Rollo, with one in South Brisbane’s Fish Lane and the other in Mt Gravatt.

“From there our goals next year are to extend to Ipswich, Sunshine and Gold Coast with another five by December 2024 (and) from there hopefully all of Australia.”

Owner of Hashtag Burgers & Waffles Matt Rollo has plans to expand the business nationally. Picture: Brad Fleet

The operation is using a franchise model to expand, with the Capalaba and latest Ashgrove establishments both owned by franchisees.

“We are starting to build an amazing franchisee base,” Mr Rollo said.

“We’re not in this for the money. We have our royalties and they’re priced significantly lower than other franchises because if we can help someone create generational wealth through the business than they’re going to buy another (franchise) and another one and that makes my life easier.”

Mr Rollo believed there was huge potential in the Australian market for artisan burger shops like his, where quality ingredients and kooky flavours were the star.

“We’re doing things with different flavours, we’re doing it fresh, we’re doing things out of the box and we aren’t afraid to do something new, like we put on a peanut butter and jelly burger,” he said.

One of the burgers at Hashtag Burgers & Waffles.

“The focus for us is on the food and nothing else and I think that’s really lacking in a lot of places.”

Part of the brand’s plan for expansion includes taking over pre-existing food venues, which saves significant capital by not having to install cooking facilities into empty tenancies.

With Covid and the current economic conditions causing many eateries to close, Mr Rollo said he had been able to find some great stores and already had his eye on more for next year.

The goal is to have at least two in each state around Australia, but Mr Rollo said they would continually evaluate the market to make sure the business didn’t expand too fast and face the same doom as many other burger places before him.