In this edition of Building Better Habits, we sat down with John Phillips, The Habit Burger Grill’s Chief Business Development Officer, to gain valuable insights into our franchise growth strategy. With decades of development experience and a deep understanding of the brand’s goals, John sheds light on various aspects of expansion efforts and its alignment with The Habit’s long-term vision.

Considering the brand’s historic focus on dine-in, how do you balance dining room ambiance with the convenience factor as digital and drive-thru options grow?

JP: While we’ve historically been known for dine-in, we recognized early on in this evolution the growing importance of digital and drive-thru options, which is why our buildout models have become increasingly flexible. We can flex a space anywhere from 2,200 to 3,000 square feet depending on what is right for that location. Our design models and operational strategies are evolving to strike that right balance, ensuring that both dine-in Guests and those seeking on-the-go convenience have a great experience.

How does The Habit approach ground leasing agreements? What advantages do you see in this approach compared to other methods of property acquisition, and how does it align with the brand’s long-term growth objectives?

JP: Our approach to ground leasing and land purchasing is highly opportunistic. We assess various options, including land purchasing and utilizing second and third-generation restaurant spaces, which opens up doors in the real estate market for us. We consider both free-standing locations and those with drive-thru and non-drive-thru setups, all while carefully evaluating site characteristics. In the end, we want to be able to adapt to the specific needs of each market and support long-term growth objectives for our brand and the operator.

Could you provide insights into the criteria your team uses to identify and evaluate potential new markets for The Habit Burger Grill?

JP: Our team relies on a proprietary site characteristic locator, which provides essential data for market evaluation. This tool helps us determine the optimal number of restaurants for a given market, the right penetration point and demographics. We also collaborate with brokers to gain a deep understanding of the available real estate in each market. A lot of consideration and planning goes into market entry as we want each restaurant to sustain promising growth.

Looking ahead, what is the long-term vision for The Habit Burger Grill’s franchise development strategy? Are there any innovative approaches or trends you see shaping the future of the brand’s growth?

JP: Our long-term vision involves exploring different operating models that accommodate the evolving landscape of dining preferences. This could include an increase in curbside pickup, drive-thru options, and digital pick-up lanes. We will also continue the development of freestanding sites, end caps, end cap drive-thrus, and build to suits. Ground leases and land purchases are specific ways to achieve these particular development goals. Our team will remain attentive to keeping the ambiance of our restaurants alive as it’s a notable trademark our Guests have come to appreciate.

With a keen eye on real estate opportunities, a commitment to market-specific strategies, and a dedication to enhancing the Guest experience, John and the rest of The Habit team continue to carve a path toward sustainable growth. Interested in developing your portfolio with a proven and prominent multi-unit burger brand? Fill out our online inquiry form to get in touch with our team today.

As a brand committed to a quality-first culture, we strive to leave a positive impact on every Guest who interacts with us. Our commitment goes beyond serving delicious, award-winning food; it extends to meaningful actions in the communities we serve. Through donations, fundraisers, community partnerships, and sustainable packaging initiatives, we continuously work towards driving real change for the better. In the past, we have joined forces with a variety of different charity partners, including No Kid Hungry, Boys & Girls Clubs of America, Cystic Fibrosis Foundation, Children’s Bureau, National Multiple Sclerosis Society and ProStart. From fighting to end childhood hunger to investing in research to find a cure for cystic fibrosis, The Habit wants to help where we can.

Continue reading to learn more about the recent charitable organizations we’re proud to have partnered with and how our new packaging policy has the potential to make an even larger global impact.

Empowering Children Fighting Cancer with NEGU

The Habit’s newest charity partner, NEGU (Never Ever Give Up), is associated with the Jessie Rees Foundation, which is a global movement that aims to fulfill the wish of 12-year-old Jessica Joy Rees, affectionately known as “Jessie.” The foundation’s mission is to ensure that every child fighting cancer receives the support to Never Ever Give Up by connecting with their family, sharing their stories, providing helpful resources, and sending continuous doses of encouragement throughout their treatment.

As a partner of the NEGU Network, a group of companies in and around our home-base of Orange County, The Habit will help spread hope, joy and love to thousands of kids fighting cancer in local hospitals and from their homes. Our Social Purpose Team will direct The Habit team members to quarterly volunteer shifts at NEGU’s JoyFactory, where they can package JoyJars®–plastic jars filled with new toys, games, and activities for boys and girls–make cozy blankets and more. Since 2012, over 385,000 JoyJars have been sent to children fighting cancer in all 50 states and in 50 countries. One of The Habit’s very own, CFO Tiffany Furman, has been a consistent supporter of NEGU’s mission over the years and we’re so grateful she introduced us to this incredible organization.

Fighting Hunger with Community Action Partnerships of OC & No Kid Hungry

The Habit Burger Grill is also dedicated to fighting hunger in underserved communities. We have joined hands with the Community Action Partnership of Orange County (CAP OC) to bring pop-up pantries to food deserts, where access to fresh and nutritious food is limited. Through our funding support, we assist with operational costs and procure additional food resources to ensure that families in these areas receive the nourishment they deserve. Moreover, our passionate Habit employees actively participate in volunteer efforts, such as packing and distributing food boxes at the pantry sites. These 15 locations serve families with young children, providing them with essential food boxes, fresh produce, and household items.

Moreover, our commitment to addressing hunger extends even further through our partnership with No Kid Hungry. Starting August 9, Guests at The Habit Burger Grill restaurants nationwide will have the chance to contribute to the cause by rounding up their checks to the nearest whole dollar and donating the difference to No Kid Hungry. As we approach the back-to-school season, it’s essential to recognize that a staggering number of children struggle to access the nourishment they need to learn, focus, and thrive. Since fostering this invaluable partnership in 2015, we have been able to raise $2.75 million towards ending childhood hunger in the United States, which can help provide 27 million meals* to kids.

Through our collaboration with CAP OC and No Kid Hungry, we strive to make a meaningful difference in the lives of those facing hunger, and work towards creating a more food-secure future for all.

Reducing Waste & Promoting Sustainability as a Brand

As an environmentally conscious brand, we understand the responsibility we have towards the planet. Our new packaging policy, spearheaded by our parent company Yum! Brands, reflects a deep commitment to sustainability. By eliminating unnecessary packaging like unrecoverable plastics such as wrappers, cup lids, cutlery, and bags and shifting to sustainable materials, we can significantly reduce our environmental footprint. The journey towards adopting more eco-friendly alternatives has been rewarding, guided by Yum! Brands’ vision to explore more options for recyclable and compostable materials.

The positive influence of our efforts extends beyond our restaurants and touches the lives of people around the world. Through our global presence, we hope to influence the industry to adopt sustainable practices, encouraging more brands to take the path of environmental responsibility. This commitment aligns perfectly with our ethos of making a lasting impact on the planet and the communities we serve.

Through our charitable partnerships and our relentless pursuit of sustainability, we strive to spread joy, hope, and encouragement to those in need and contribute to a healthier planet. Every day we are inspired to make a difference, knowing that our collective efforts can bring about meaningful change. We remain committed to creating a better world through charitable actions, quality food and an inviting restaurant atmosphere.

*Donations help support programs that feed kids; No Kid Hungry does not provide individual meals. Learn more at NoKidHungry.org/OneDollar

At The Habit Burger Grill, we understand that the success of our franchisees is directly linked to our brand’s growth and reputation. That’s why we are dedicated to providing extensive support and resources to help our franchise owners run exceptional restaurants. From new restaurant openings to marketing assistance, operational training, real estate and construction guidance, and IT systems support, our corporate team is committed to helping our franchisees thrive in the competitive fast-casual restaurant industry.

Supporting New Restaurant Openings

We believe that a strong start is essential for the long-term success of our franchise owners and their restaurants. Our corporate team provides unwavering support and planning for new restaurant openings in crucial aspects such as site selection, market planning, and restaurant design. With our guidance, franchise owners can create an atmosphere that exemplifies The Habit’s warm and inviting California vibe, setting the stage for a memorable dining experience.

Empowering Franchisees through Marketing Support

Effective marketing plays a pivotal role in attracting Guests and building brand recognition in new markets. Our corporate team provides an extensive selection of marketing support services to empower our franchisees in effectively promoting their restaurants to new markets and appealing to a diverse range of Guests. Furthermore, our graphic design services assist franchisees in creating visually appealing and on-brand marketing collateral that resonates with their target audience.

Additionally, our franchisees receive guidance on pricing strategies to optimize their menu offerings, quarterly marketing updates to stay ahead of industry trends, and the opportunity to participate in public relations and multi-channel advertising campaigns. Through these initiatives, our franchisees can maximize their reach and connect with a broader Guest base.

Operational Excellence through Training

We consider a well-trained staff and efficient operations the foundation of a successful franchise, which is why we provide comprehensive operational training to our franchise owners. From back-of-house training to ensure smooth kitchen operations, to front-of-house training that focuses on exceptional Guest service and effective management techniques, we equip our franchisees with the skills needed to deliver an outstanding dining experience. Access to our operations manuals and online brand standard training ensures that our franchisees maintain consistency across all their locations, reinforcing The Habit’s commitment to excellence.

Guidance in Real Estate and Construction

Finding the right location and creating an inviting restaurant environment are crucial components in establishing a strong presence in the franchisees’ chosen market. Our corporate team offers valuable support in real estate and construction, assisting franchisees in identifying areas with high potential for success and providing design guidance on the restaurant’s exterior and interior so it reflects The Habit’s unique California vibe.

Seamless IT Systems Support

In today’s technology-driven world, reliable IT systems are vital for efficient operations. We aid our franchisees with the implementation and training of state-of-the-art point-of-sale (POS) systems, enabling seamless transactions and accurate record-keeping. We also offer support for integrating with third-party platforms, provisioning back-of-house systems, and establishing connectivity. Additionally, our expertise extends to developing kiosk and mobile applications, enhancing the Guest experience. Should any IT-related issues arise, franchisees can rest assured they will be provided a quick resolution from our in-house Restaurant Service Helpdesk.

Our franchisees are at the heart of our business, which is why we are committed to providing comprehensive support across the board to promote their business development. With our experience and resources, franchisees can confidently navigate the restaurant and Guest service landscape, knowing they have a dedicated partner committed to their success.

Looking to partner with a fast-casual burger brand that recently achieved prominent rankings for growth, global presence and multi-unit opportunities? Fill out our online inquiry form to get in touch with our team today.

In this next edition of our Building Better Habits series, we sat down with newly-appointed Chief Marketing Officer, Jack Hinchliffe, to dive deeper into his eight-year tenure with Yum Brands!, including his award-winning and transformational work on the KFC UK & Ireland team, as well as his vision for enhancing The Habit’s marketing approach. Continue reading to discover what motivates Jack in his journey to not only better our brand’s market value, but our cultural relevancy and meaningfulness to the Guests we serve.

You recently joined The Habit team in February. What was your journey like to get here?

JH: The move to The Habit this year was a timely moment in my career. I was with Yum Brands! at KFC UK for just over eight years where I held various roles in marketing leadership from product development to sustainability and communications, which allowed me to leverage creativity and big ideas to drive business impact and digital transformation. We made concerted efforts to move to omnichannel retailing, so the brand could deliver a seamless customer experience, gather valuable insights, engage customers more effectively, unlock additional revenue streams, and adapt to the evolving market dynamics. During my time at KFC UK, I was incredibly proud to have been awarded Brand of the Year by Marketing Week in 2021 as well as the Gold IPA Effectiveness Award for Business Transformation. The knowledge and insights I have acquired from KFC UK have been immense, and I am enthusiastic about incorporating them into The Habit to build a contemporary and unique brand centered around meticulously prepared, high-quality food.

What gets you up in the morning…where do you look for inspiration or motivation in the workplace?

JH: In my professional life, three key factors drive my motivation and shape the way I approach my work. First, I believe everyone has the right to feel like they belong. Feeling seen and heard is incredibly important, which is why I strive to give everyone opportunities to share their ideas unfiltered, without fear of judgment. Creativity and great ideas are born from the diversity of thought and I want my workplace to encourage just that. Secondly, I believe in progress over perfection. We all have it in us to be extraordinary and to deliver those results in different ways. By embracing this mindset, we can unleash our full potential and unlock new levels of success, both individually and as a team. Lastly, I actively recognize that we are all on a continuous learning journey. I am committed to finding new insights every day and fostering a growth mindset that embraces the notion of constant development. However, I believe it’s important we maintain humility and acknowledge we may not always possess the answers or solutions. Keeping an open mind and being receptive to feedback cultivates an environment that produces innovative approaches and is ready to evolve when faced with new challenges.

What are you most excited to do as The Habit’s Chief Marketing Officer?

JH: I am thrilled about the prospect of magnifying our marketing efforts and enhancing the brand’s prominence within the cultural landscape. My primary objective is to establish The Habit as a lighthouse brand, one that is instantly recognizable, iconic, and impossible to overlook for consumers. To accomplish this goal, I intend to prioritize making investments in robust media strategies that maximize our brand’s visibility and reach. By expanding our media presence, we can effectively communicate our brand’s unique value proposition and capture the attention of a wider audience. Through this, I am confident that we can increase brand recognition and bolster our position as a leader within the industry.

With his wealth of experience and dedication to progress, we can anticipate an exciting era ahead as Jack leads the charge to elevate The Habit’s brand presence, maximize its impact, and deliver exceptional experiences that resonate deeply with our valued Guests. Stay tuned for the remarkable transformations that await us in the pursuit of Building Better Habits.

Consider the potential of The Habit franchise opportunity – fill out our online inquiry form to get in touch with our team today.

In the first edition of our “Building Better Habits” series, learn more about the topic of non-traditional licensing with a feature from John Phillips, The Habit Burger Grill’s Chief Global Business Partnerships Officer. With over 25 years of franchise knowledge and a decade long-relationship with The Habit, John shares his insight on the various aspects of the non-traditional franchise model. Continue reading to learn more.

Why do you think The Habit presents an attractive model to licensees?

JP: The fact that we have a diverse, fresh menu that plays across varied demographics and age groups without the need for table service is a huge draw for licensees. The Habit’s promising volumes that translate well into the non-traditional realm means we’re nimble enough to adapt our model to the needs of the operator and their market. One instance of this flexibility, is our ability to alter menu offerings to best suit the needs of operators and their restaurant business.

Describe the flexibility of The Habit’s restaurant real estate formats for non-traditional sites. Are licensees able to serve guests the same way a traditional restaurant can?

JP: Our non-traditional locations maintain the quality of service our Guests expect just the same as our traditional restaurants. While most sites have front counter service and a fully operational kitchen in just 1000 sq. ft., we also have other sites with full dining rooms. In our college campus sites, we especially appeal to the students and faculty with our handhelds that make a great grab and go option. This is also the case for our non-traditional sites that fit in airports, theme parks, and casinos.

What kind of support do non-traditional Habit operators receive?

JP: To start, Habit licensees receive assistance with prototypical plans, construction, design and sourcing the implementation of IT systems. With our access to top-tier equipment and millwork suppliers to finish out the process, and onsite training and support in the first 3-4 weeks of business, we ensure our licensees can have a successful grand opening and ongoing restaurant operations. The licensees also have a dedicated business manager that helps them address any operational issues they may run into.

In his closing thoughts, John iterates that it is incumbent upon The Habit to be a good partner with the licensee to understand what market needs they are looking to fulfill in a non-traditional manner. If you are interested in discussing non-traditional or traditional growth opportunities with our better-burger franchise, fill out the online inquiry form to get in touch with our team today.