In Honor of National Burger Month, A Look at Exciting Burger Joints that Go Beyond the Norm
Updated May 14, 2025
When it comes to burger franchises, iconic brands like Burger King and McDonald’s immediately come to mind. The Whopper and Big Mac have cemented their place in the pantheon of all-time great fast-food franchise menu options. The success of these franchises and their amazing burgers have spurred countless other brands to feed the demand for juicy burgers. Americans alone eat more than 50 billion of them annually, and the love for them runs so deep that they have their own month-long celebration: May is National Hamburger Month!
But the mark of a unique brand is taking what works and expanding upon it. For example, niche burger franchises like BUILT Custom Burgers and SONIC Drive-In set themselves apart by offering healthy ingredients, modernizing the design of their restaurants and focusing on environmentally sustainable practices to appeal to a younger audience.
In honor of National Hamburger Month, here’s a look at some of the top niche burger franchises to watch.
Niche Burger Franchises to Watch
Bobby’s Burgers by Bobby Flay
- What makes the burger brand unique: Bobby’s Burgers was founded by celebrity chef Bobby Flay. The brand’s burgers are made with 100% Certified Angus Beef and can be substituted with a grilled chicken breast or veggie patty. The fast-casual brand’s simple menu and sleek branding help it stand out in a highly competitive, ever-changing industry.
- Fun fact: The brand has a trademarked Crunchified element to its burgers. Guests can add a thin layer of potato chips to their burgers for a great blend of salty and savory flavors. This element is evident in the Bacon Crunchburger (above), which features a burger patty, American cheese, bacon, Bobby’s signature sauce and potato chips.
- Menu options: The niche burger franchise’s menu includes a variety of burgers, sandwiches, milkshakes and sides.
- Vibe: Originally known as Bobby’s Burger Palace, Bobby’s Burgers is a fast-causal brand that caters to busy customers by offering packaged to-go meals. People of all backgrounds can enjoy a great dining experience.
BUILT Custom Burgers
- What makes the brand unique: BUILT Custom Burgers is a unique fast-casual brand that serves “Build Your Own” burgers, fries, shakes and more. Guests can customize their burgers with a variety of proteins, toppings, cheeses and sauces. According to the niche burger franchise’s website, it uses “humanely raised and handled, antibiotic- and hormone-free, vegetarian-fed, 100% natural beef; all-natural chicken; and vegan veggie burgers made fresh daily from 11 different ingredients.”
- Fun fact: BUILT was created by the team behind The Counter, a premium burger chain that offers a full-service dining experience.
- Menu options: Customers can customize their burgers with different proteins (Angus beef, Impossible Burger and vegan veggie patties), cheeses (cheddar, Swiss, pepper jack and American), toppings (mixed greens, tomatoes, jalapeños, sautéed red peppers and red onions) and sauces (garlic aioli, chipotle aioli, hickory BBQ and buttermilk ranch).
- Vibe: The niche burger franchise’s locations have a laid-back, contemporary ambiance; the decor is clean and vibrant; and the environment is designed to be welcoming to everyone.
BurgerFi
- What makes the brand unique: The BurgerFi franchise stands out for its 100% natural Angus beef burgers, which are free from steroids, antibiotics, growth hormones and artificial additives. The niche burger franchise brand also incorporates eco-friendly elements into its restaurant designs, such as energy-efficient lighting and sustainable building materials.
- Fun fact: According to Mashed, BurgerFi has a secret menu that includes a burger called the “Hippie Veggie,” which is made with two grilled quinoa patties and served on a potato bun with a side of neon relish.
- Menu options: The brand’s menu is stacked with burgers including the BurgerFi Cheeseburger, Ultimate Bacon Cheeseburger and the gourmet “The CEO” burger made with premium Wagyu beef. Vegan and vegetarian options include the Beyond Burger and a quinoa-based veggie burger.
- Vibe: BurgerFi feels like a casual and modern dining environment.
Elevation Burger
- What makes the brand unique: Elevation Burger prioritizes organic ingredients and sustainable practices.
- Fun fact: VSMD reports that the brand’s locations feature natural materials like bamboo flooring and reclaimed wood, energy-efficient lighting and low-VOC paints.
- Menu options: Elevation Burger offers classic and creative options made with organic, grass-fed beef. Diners can get a simple cheeseburger or go for vegetarian options like the Double Veggie Burger. The brand’s famous fries are cooked in good-for-you olive oil.
- Vibe: Elevation Burger locations typically feature a clean, minimalist design that allows everyone to have a great dining experience.
Fatburger
- What makes the brand unique: Fatburger makes its name by offering large burgers that come in sizes ranging from medium to XXXL that can be customized to a customer’s preference.
- Fun fact: The XXXL burger is over 2,000 calories!
- Menu options: In addition to meal-size burgers, the brand’s menu includes shakes, wings, sides and more.
- Vibe: Fatburger calls itself “The last great hamburger stand.” It appeals to a wide range of people with its fun energy and nostalgic vibe.
Five Guys
- What makes the brand unique: Five Guys’ burgers are made from fresh ground beef, prepared by hand in the restaurant, and never frozen. The niche burger franchise serves complimentary peanuts to customers as a gesture of hospitality, according to Mental Floss.
- Fun fact: Five Guys founder Jerry Murrell’s mother always told him, “If you can give a good haircut or if you can serve a good drink at a bar or if you can serve a good hamburger, you can always make money in America.”
- Menu options: Five Guys has a menu full of American favorites including burgers, hot dogs, milkshakes and sandwiches.
- Vibe: The vibe of Five Guys is all-American and welcoming.
Smalls Sliders
- What makes the brand unique: Smalls Sliders stands out with a simple menu that only includes cheeseburger sliders, waffle fries, shakes and soft drinks.
- Fun fact: Smalls Sliders started out as a food truck on Louisiana State University campus in 2019.
- Menu options: The niche brand’s menu is simple: cheeseburger sliders, fries and shakes. The classic Biggie Smalls slider is as memorable for its taste as its name!
- Vibe: The brand’s unique “Smorange-colored” restaurants make them impossible to miss! To elevate the customer experience, Smalls Sliders prioritizes outdoor spaces, intuitive drive-thru lanes and walk-up windows.
Smashburger
- What makes the brand unique: Smashburger is famous for its proprietary “smashing” method. The niche burger franchise takes Certified Angus Beef patties and presses them onto a hot griddle at 385°F using a specialized tool for about 10 seconds, according to the San Francisco Chronicle. This process creates a flavorful crust through the Maillard reaction — the same chemical process that gives browned food its delicious flavor — while sealing in the meat’s juices.
- Fun fact: To embrace the craft beer movement, Smashburger partners with local breweries to offer beer pairings tailored to its menu, according to Self. For example, New York locations have teamed up with Sixpoint Brewery to match burgers with specific brews.
- Menu options: Beyond burgers, Smashburger offers unique sides, including “smash fries,” tossed in rosemary, garlic and olive oil. Their milkshakes come in classic and seasonal flavors, including Strawberry Shake and OREO Cookies & Cream Chocolatey Chip Shake.
- Vibe: Smashburger puts a modern twist on the fast-casual dining experience with upbeat background music and urban comforts such as communal tables, high-top seating and digital kiosks.
SONIC Drive-In
- What makes the brand unique: SONIC is renowned for its unique drive-in service, where customers order from their cars and are served by carhops, sometimes on roller skates.
- Fun fact: The niche burger franchise’s first slogan was “Service with the Speed of Sound,” according to Daily Meal.
- Menu options: SONIC’s menu includes a variety of burgers, frozen drinks, hot dogs, breakfast options and more.
- Vibe: SONIC has an irresistible retro charm that is attractive to people of all ages.
Whataburger
- What makes the brand unique: Whataburger is known for its bigger, customizable burgers that are made with 100% pure beef patties served on 5-inch buns.
- Fun fact: The Daily Meal reports that the niche burger franchise didn’t start selling French fries until 1962 – 12 years after its founding in 1950.
- Menu options: Whataburger’s breakfast menu includes a Breakfast Burger, Honey Butter Chicken Biscuit, Biscuit Sandwiches, Taquitos with cheese and Pancake Platt. Each of the brand’s burgers can be customized with various toppings and sauces.
- Vibe: Whataburger’s vibe blends Southern hospitality and a deep-rooted connection to Texas culture. Many locations operate 24 hours a day.
