Oren Loni (40), a leading energetic entrepreneur in the Food Chain Industry in Israel that developed and owned numerous food chains and brands both in Israel and Europe, is now focusing his passion and expertise on bringing his biggest and most successful restaurants chain of uniquely designed burgers named BURGERIM – from Israel to America, as a refreshing innovation to the traditional burgers market.
At BURGERIM you can still get your good size meat – but split into smaller 2.8 ounces burgers of your choice from variety of tastes, spices and flavors, like lamb, spicy, beef, Kobe beef, chicken, veggie, smoky beef and more.
“BURGERIM served its burgers in sets of 2, 3, 8, and 16, ” explains Loni, “and the customers can choose different premium quality meats that can be mixed in one combo meal.”
Loni purchased the first and only BURGERIM restaurant five years ago. Under his ownership and leadership the chain expanded to 80 locations in 18 months, continued with opening 20 BURGERIM in Russia and expected to reach 280 locations globally by the end of 2016.
(In 2013 Loni repeats his magic touch when he purchased one restaurant and made it an Italian fast food successful chain– SICILIANO, which expected to reach 150 locations globally by the end of 2015… In the 2000s he made it with SCHNITZELIYA (A fast food mid-class chain of restaurants that grow to 51 branches and eventually sold by him in 2009), and YoYo YOGURTLAND Franchise).
Loni remembers that after his first meal at BURGERIM five years ago, “I knew immediately that it would be a huge success and already marked to myself, as my mission, to conquer the US market with it as a substitute neat and refine burgers instead of those big runny messy ones served to date in most burgers restaurants.”
But only once he had reinforced the brand in Israel and Europe and served millions of burgers, did he decide to expand to the USA. Once obtaining the required licenses, Loni relocated to Los Angeles, California with his family and his team, opened the BURGERIM headquarter in L.A – and started to meet with potential franchisees, interested developers and master franchisees, who are looking to join his success. “I feel at the beginning of a new successful path, ” Loni says.
“I am a true Israeli”, he explains, “but when I understood that I had fulfilled my potential in my country regarding the development of franchises, the natural thing to do was to develop it in the world by focusing on the USA market. And In order to operate businesses properly and manage them to a very high standard, the owner must physically be present in the place; and that is what I am doing and have done my whole life.”
Loni says that he strives to offer the American customer with a fresh, delightful, tasty and fun filled dining experience: “My business model is between a fast food store and a restaurant. At BURGERIM one can enjoy quality meat, great customer service, a good atmosphere and stores that are tastefully decorated, and pay low prices compared to the good value of the meals.“
His (fast) vision is to operate by the end of next year 50 pioneers BURGERIM in major cities coast to coast. He did it before and Loni is convinced that he can compete successfully with the giant hamburgers corporations who feed USA and the world with those runny-messy huge burgers.