Saudi families queuing up for Kiwi burgers

FUELLING UP: BurgerFuel is doing well in the Arab world, where its outlet has a separate entrance and dining area for male diners without family members.

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Saudi families hungry for New Zealand-style gourmet burgers have been so enthusiastic in their turnouts that they have to wait in their cars until a security guard advises they can enter, says the New Zealand BurgerFuel franchise's Kiwi founder and business development manager Chris Mason.

He said the listed company's 150-seat, 300 square metre fast food restaurant at Damman, failed to factor in the size of a typical Saudi family group, which can be up to 15.

"One Thursday night, which is like our Saturday night, we did the equivalent of the average New Zealand store's weekly turnover," Mr Mason said.

Friday in Saudi Arabia is the religious equivalent of New Zealand's Sunday.

In accordance with Saudi culture, the outlet has a separate entrance and dining area for male diners without family members.

A 280sqm outlet is about to open in the United Arab Emirates tourist resort Dubai. Mr Mason said more than 20 more outlets were planned in Saudi Arabia.

Not surprisingly, given the Middle East's world-beating capacity for cheese consumption, cheese burgers – using Fonterra cheese from New Zealand which BurgerFuel buys in bulk and slices on site to its specifications – are the biggest seller.

Kiwi relish and vegetable patties also feature on the menu.

Mr Mason's dearest wish is get Watties beetroot in his burgers. His meat source is confidential but is thought to include New Zealand beef.

The appeal of New Zealand produce is "very strong" in Saudi Arabia, Mr Mason said.

His partner in the Saudi business is Hamad Albuali, from the Abdullah Fouad mall and property development family company.

Mr Mason attributes the rush for seats to the quality of the food, BurgerFuel's difference from multinational fast food chains, and the "grunge" factor of its minimalist stainless steel decor.

Like other oil-rich Middle East countries, Saudi Arabia's population is young and growing – a natural market for the fast food business.

Mr Mason said it was ironic that BurgerFuel had "been to the world" before opening in the South Island.

The company needed critical mass in distribution and rollout which was challenging in a population of just one million.

- © Fairfax NZ News