Townsville’s Getta Betta burger and coffee business closes store on Bamford Lane

After revitalising a dying brand, a North Queensland burger and coffee business is eyes off an expansion into more regional cities. Find out more.

It was a case of right idea but wrong location for Townsville’s burger and coffee business Getta Betta, whose owners recently closed their Kirwan store and were looking at expanding into other regional Queensland locations.

Rising from the ashes of the liquidated Getta Burger brand, in combination with local business Good Morning Coffee Trader last September, Getta Betta rapidly built a fanbase for its fresh burgers and quality coffees after opening stores in Idalia, The Strand, The Lakes, and Kirwan.

Getta Betta operations manager Rob Aumend made the difficult decision to close their store on Bamford Lane, Kirwan, a fortnight ago.

“We opened four stores in relatively quick succession, in four different formats and in four different postcodes, because it’s a new brand and it’s a premium brand, and we weren’t absolutely certain which model was going to work the best,” Mr Aumend said.

“It is a bit experimental. We understand now how that model is going to work and where it’s going to work. The Lakes format, which is a large restaurant and drive through combination is by far the most successful and profitable (model).

Getta Betta closed their Kirwan store a fortnight ago after the format didn't succeed in that area. Picture: Leighton Smith.

“We’re absolutely certain that that product would work in Kirwan, if we could find something that … had as much dining capacity as The Lakes store.”

Mr Aumend confirmed that their Kirwan staff were redeployed to their other stores and the owners were now looking at expanding to other cities.

“We’d rather concentrate on offers that we’ve had from Cairns, Mackay and Rockhampton to do that full format model in other markets, rather than chase a model that doesn’t look like it’s going to work terribly well,” he said.

“We would hope that we could probably (open a new store) in the second half of this year in Cairns.”

Getta Betta closed their Kirwan store a fortnight ago after the format didn't succeed in that area. Picture: Leighton Smith.

The staff at Bob Parkes Automotive were celebrating after receiving a visit from Getta Betta's Smoko Smash van. Picture: Supplied.

With the business opting to end its breakfast service at 9am, Getta Betta was increasing community awareness about earlier burger availability by operating a promotional Smoko Smash van which dropped off burgers to local businesses.

“The smoko thing works for everybody, but not everybody’s mobile and don’t always get to experience it, so we’ve gone to those kind of businesses … and they absolutely love it,” he said.

To nominate for a Smoko Smash van visit, go to www.facebook.com/GettaBetta.

Originally published as Townsville’s Getta Betta burger and coffee business closes store on Bamford Lane