by Joe Wilhelm Jr.
Staff Writer
Marshmallow may not be the first choice for topping off a hamburger, but marshmallow maple sauce is available at Jacksonville’s latest concept restaurant.
Jacksonville-based Bubba burger has jumped from the frozen food aisle at local grocery stores to being served in the company’s new Bubba burger Grills.
“It actually tastes pretty good,” said Jamie Sakin, marketing coordinator for Hickory Foods, owner of Bubba burger. “I tried it when we were preparing to open up and I was surprised how good it tastes.”
Sakin was one of many employees buzzing around the new restaurant Monday located in a former Times Grill in the Wal-Mart shopping center at Beach and Hodges boulevards.
The restaurant held a VIP event Monday to give the staff an opportunity to train in the almost 4,200-square-foot eatery. It offers 52 seats and fast casual and full-service seating areas.
The fast-casual service allows guests to place their order, fill a drink and find a table. The food is then delivered by Bubba burger Grill staff.
The restaurant also offers full service in the bar area, which offers both high-top table and bar seating.
“We do have a bar area where people can come in and enjoy their favorite sporting event, but we are more focused on the family experience,” said Sakin.
Bubba burger is known as the burger that can go straight from the freezer to the grill or skillet because founder Bubba Eaves invented a production process that allows for the burger to be cooked from a frozen state and maintain quality.
The eight varieties of Bubba burgers aren’t the only items that will make the grills different. They also serve sweet potato fries with a side of the marshmallow maple sauce.
Another different twist on French fries is the Parmesan Truffle Fries.
An original Bubba burger with cheese, all the way (lettuce, tomato, onion, pickle, mayo, mustard and ketchup), with fries and an iced tea is priced about $10. A kid’s menu offers Lil Bubbas and Dawgs, grilled cheese and chicken fingers for $4, which includes a drink and fries.
The locally based business is also investing in other local ventures by offering beer from both Bold City Brewery and Intuition Ale Works.
The Beach Boulevard location will open to the public at 10:30 a.m. today and will be followed by the openings of stores at Baymeadows and Florida 9A; Normandy Boulevard near Cassat Avenue; and Fleming Island. A grand opening will take place after all of the stores have been open, said Sakin.
“It feels great to have one open,” said Steve Coon, chief operating officer for Hickory Foods. “It feels like a natural extension of the brand. It will be a great springboard for Bubba burger.”
The company will also use the restaurants to test new items.
The company plans to start with four stores in Jacksonville, but is looking for franchisees with experience in multi-unit operations.
“We have a mature brand and we are looking for mature operators to grow the business,” said Coon.
Growth has been steady for Bubba burger the past few years. The company is investing nearly $19 million on the expansion of it Elberton, Ga., processing plant and the purchase of a plant in Hastings, Neb.
“The Hastings plant will help us with our expansion plans throughout the West. We are now in Safeway stores out West, so the new plant helps us better meet the needs of our customers,” said Coon.
There are 1,702 Safeway stores across the U.S. and Canada.
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