Most restaurant brands take a decade to reach nationwide recognition. SoBe Burger did it in five years.
What started as a residency in a London brewery has exploded into the 4th fastest growing burger franchise in the UK, serving 9.4 million burgers across 250+ locations. With a 19% month-over-month order increase, SoBe isn’t just growing, it’s dominating.
But rapid growth rarely happens by accident. Behind the numbers is a story of inspiration, authenticity, and strategic execution.
The Origin Story
It all started with two old school friends, a passion for great food, and a trip that would change everything. Tom and Alex met at university, but their entrepreneurial journey truly began when they decided to embark on a food-focused adventure across the United States. Their mission was simple: find the best Florida had to offer. What they discovered in Miami’s downtown burger joints would become the foundation of something extraordinary.
Walking through the vibrant streets of South Beach, they fell in love with more than just the burgers. The quality, the atmosphere, the unapologetic authenticity, it all resonated deeply.
They knew they had to bring this experience back home.
9.4 million served
19% MoM
Order Increase
250+
Locations
From Pop-Up to Powerhouse
SoBe Burger was born from that ‘So Be It’ attitude and Miami inspiration.
Returning to London, Tom and Alex launched their first residency at London Fields Brewery, celebrating the best of British beef with a south beach twist. It was a bold experiment, taking the essence of Miami’s burger culture and translating it for British palates with locally sourced, high-quality ingredients. The response was immediate. What started as a passion project in a brewery quickly evolved into something much bigger.
In just five years, SoBe transformed from that humble pop-up dreamed up by two friends into the 4th fastest growing burger franchise in the UK, an achievement that speaks volumes in one of the world’s most competitive food markets.
Sessions’ Role in the Growth
Sessions has supported SoBe’s rapid expansion through delivery kitchens and franchise locations, helping to launch over 250 delivery sites and 15 new franchise sites in the past 12 months alone. This partnership has been instrumental in maintaining brand consistency and driving customer engagement as SoBe scales across the UK.
SoBe Burger proves that with the right inspiration, commitment to quality, and strategic execution, you can turn a brewery pop-up into one of the UK’s fastest growing burger franchises in just three years.
