Picture a succulent hamburger monster patty noisily sizzling on a grill, then crammed between two golden buns within which slices of cheese, shredded lettuce, fine cut tomatoes, onion rings, and dollops of ketchup are adorned—pure comfort food anyone can bite into. This is the kind of universal meal anyone can enjoy on the go, before a business meeting, or even in a fine dining milieu. Several years ago, the hamburger market found itself pole-vaulting from traditional fast food joints, into specialized restaurants in Madrid. Quasi-gourmet hamburger dishes have created a significant loyal clientele that keeps growing.

Despite its unthreatening simplicity, why the hamburger market has not been exhausted remains as mysterious as its secret sauce. McDonald’s and Burger King now count among their companions, aside from the equally mass market-friendly Carl’s Jr., several “classier” restaurants like Alfredo’s Barbacoa, New York Burger, Tommy Mel’s retro joints evoking the 1950s and TGB (The Good Burger) in eye-nuking color. Two years ago, Five Guys opened to a massive turnout, creating an impact on the Spanish burger industry.

Currently, there are more than 300 hamburger restaurants in Madrid alone, both located on high streets and in shopping centers. These now include Goiko Grill, Hamburguesa Nostra, Bentley´s, Hamburguesería Don Oso, Peggy Sue´s, Gancho y Directo, Burnout, Home Burger Bar, Steak Burger and Queen Burger Gourmet, not to mention business establishments which offer burgers within a wider menu, such as VIPs, Tony Roma’s, Foster Hollywood, TGIF, Ribs, and countless others.

Schools Hamburgers offer a lot of advantages compared to other sit-down meal dishes. They are uncomplicated but satisfying for the typical carnivore, combining a multitude of flavors, including the sinful grilled meat, with the perceived balancing of a few added vegetables. They can be enjoyed in a short time. Price-wise, even gourmet burgers are affordably priced, as even upmarket hamburger restaurants would not charge more than 20 euros for their most special hamburger. One can be satisfied with a burger meal between eight to 20 euros, whereas the average restaurant meal is priced between 30 to 50 euros, unless one orders the midday set menu.

In more ways than one, the success of hamburger food establishments is part of the general popularity of American cuisine in Spain. Most of the restaurants feature an interior design suggesting American culture and lifestyle. In some cases, the dishes on the menu are either names of districts in New York or well-known American landmarks. This is particularly appealing to students and young professionals who favor most things American. In fact, one reason offered for Five Guys success was having been photographed in the hands of erstwhile president, Barack Obama. 

Naturally, the ubiquity of this food demands creating brand distinction. Hence, even the hamburger has been spun creatively into a unique dining experience, like the make-your-own-hamburger offer of New York Burger. In this concept, customers choose the type of buns (gluten-free, whole wheat bread, etc.), size of the burger patty (160 gms, 250, gms, 350 gms and 500 gms), variety of hamburger patties (beef, veggie and chicken) and a wide selection of garnishes and sauces—way beyond the mayo option of the traditional burger. 

Consequently, there is a growing demand for retail units from entrepreneurs putting up more hamburger restaurants. Five Guys is on the lookout for street front spots for expansion. Carl´s Jr. is looking for high street locations and units in shopping centers in Madrid. 

Most food fads stay on to become staples. We associate pasta and pizza with Italy, sushi with Japan, waffles with Belgium, and chocolates with Switzerland. The rise of burger joints is certainly one of those food fads that will only grow bigger. In fact, Goiko Grill’s restaurant chain, which was founded in 2012, is arguably Madrid’s No.1. 80% of the shares of this chain were reportedly acquired at a whopping 120M euros by a venture capital company. This bodes well for other burger brands that have crossed oceans. New York’s Shake Shack, Texas’ Whataburger, California’s reliable In-N-Out, and even the Philippines’ Jollibee Burger which successfully spread in the USA with 34 branches, are among the possible entrants to the Spanish scene. 

Entrepreneurs with an eye to future fads may be inspired by parallel food trends in the USA and worldwide. Pancakes and waffles may be led by IHOP in landing on Spanish shores. Asia is often a flashpoint, with the gourmet ramen craze now spreading from Japan to the rest of the Southeast. All of Asia is now caught up in the invasion of the multi-flavored milk tea with sago balls. Salted egg, lemon grass, and sriracha are flavors practically unheard of in Spain. The country may be in for exciting food journeys (or a stomachache) in the future, and the retail business will stand to benefit immensely.