Fatburger Growth Delays Island's First Franchise

The sawdust starts flying Monday, as construction of Victoria's first Fatburger restaurant starts after a delay caused by a rash of Fatburger openings across Western Canada.

"We're delayed for all the right reasons," said Frank Di Benedetto, CEO of Ricky's All Day Grill Restaurants, which owns the Fatburger franchise rights in Canada. "We've had a very good last nine months with the company." That's because he's opened new Fatburger locations in Ladner and Prince Albert, Sask., with plans to open in Edmonton in three weeks and a Lethbridge location starting to take shape through the construction process.

At the same time the company has also opened three Ricky's locations.

"This [delay] has been strictly about scheduling with our store openings," he said. "I would have liked to start earlier, but it is what it is." Fatburger had hoped to open its doors at 1209 Douglas St. - currently vacant but recently home to a Tall Girl women's wear outlet - by Aug. 1.

The location, which Di Benedetto now hopes to see open by Oct. 15, will be 1,650 square feet and have a distinct feel and look to it.

"You will see some DNA connection to what you may have seen in [Fatburger restaurants in] Vancouver but you will see something more upscale and West Coast in this unit we are opening on Douglas Street," said Di Benedetto.

Fatburgers may share common themes - retro styling, and a throwback experience - but stay away from cookie-cutter location layouts.

The Douglas Street restaurant will be a 50-seat "urban-styled" restaurant featuring an eat-in and takeout menu with all the Fatburger standards, from the Baby Fat Burger and skinny fries to the XXXL Triple King and fat fries.

Douglas Street will be the first of what is expected to be a chain of Fatburgers on the Island. There are plans to establish locations in Nanaimo and Duncan, as well as two other Victoria spots in the future.

Di Benedetto said missing the summer season when there are more people on the street doesn't worry him, adding businesses need to work year-round.

"When you go into business, you go with the intention of being in business in perpetuity," he said.

He also dismissed the addition of a Burger King - preparing to open soon at the corner of Douglas and Johnson streets one block away - as a concern.

"It means nothing to us, Burger King is kind of the antithesis of Fatburger," he said. "Burger King competes directly with McDonald's. We are very different and we generally attract a very different customer." Fatburger was born in downtown Los Angeles in 1946, when Lovie Yancey opened her joint - known for the biggest, juiciest hamburgers around that city.

There are plans to expand the number of Fatburgers to 23 in total in Western Canada before the end of this year. With restaurants in Ladner and Prince Albert having recently opened their doors, there are currently 17.

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