How smash burger brand Junk is looking to conquer the world

Tell us about Junk

Majed Mansour: ​Myself and Wissem launched our first business together 11 years ago, but it wasn’t a burger brand. We had a cous cous bar brand called Graine. We had a few sites in Paris, but we changed our business model during Covid. We took that time to explore other ideas. We loved burgers and so that was an area we were interested in developing. We launched Junk in Paris in 2021 initially as a delivery operation and then we opened a bricks and mortar site the following year. Now we have 14 sites across France, and this is our first international site.

Why was London your first target for expansion outside France?

Wissem Ben Ammar:​ We always loved London, and it’s only two hours by train to get here. It’s easier to get to than some other cities in France. We love the vibe of London. We used to spend a lot of time in the city and it was always a focus for us. The smash burger trend has been growing in the UK for a long time and it felt like an obvious next step for the business. It’s the perfect place to jump start our international expansion.

You’ve taken a site on Old Compton Street. Was Soho always where you wanted to go?

MM: ​We looked at other places in the beginning, but we wanted a location where the footfall was mixed between Londoners and tourists. Shoreditch is more of a locals spot and Covent Garden is too geared towards tourists. Everyone we spoke to told us that Soho was the place to go to find the right balance, and that if it works there then you can expand easily as Londoners will already be familiar with the brand.

Is the London menu any different from the one in France?

WBA: ​It’s exactly the same. We have a big supplier in France that’s based in the UK and so for us it was easy to set up supply lines in London. We offer one burger, which guests can customise to add more patties too. There’s also a veggie option, and a special truffle double cheeseburger. Alongside that there are fries and panko-breaded chicken nuggets; and a selection of cookies made by Parisian brand Puffy.

Junk has grown very quickly in France. Are you hoping to replicate there here?

MM: ​We are planning to eventually have 10 to 15 sites in London and after that we might look at other cities. Oxford and Manchester interest us as a locations to go to in the future. It’s a big challenge, but we have a big team now. We’re still improving and fine tuning the concept. As well as London, we’re opening at least two more sites in France before the end of the year.
WBA: ​Our main goal is not to do one in the UK. If it was, we could just stay in France. We want to come here and be known as the ​smash burger brand. And there are broader plans we’re working on too to go global. We want to open in the Middle East next year. We want Junk to be what people think of when they think about smash burgers anywhere in the world.

Why are smash burgers such a huge trend right now?

WBA: ​It’s easier for operators. You have fewer ingredients, as there’s no salad at all. And it’s more efficient. We like to say less is more at Junk. It’s about having a good bun, cheese and sauce, and a high-quality meat.
MM: ​As soon as you try a smash burger, you don’t go back to a regular burger. It’s not just a trend, it’s the new way to eat a burger. You had the gourmet burger movement. It’s not new in America, and arrived decades ago in New York. And now brands like us, and Supernova have grown from that. It provides something different and more artisanal. I tried my first smash burger at Shake Shack in 2006 or 2007 and since then I can’t eat a regular burger like I used to have in a bistro or something. Now it’s trendier because more people know about it through social media.

Did you look at other burger brands in the UK as part of your research for coming to London?

MM: ​Yes, and not just smash burger brands either. We went to places like Honest and Bleecker too. They’re all very good. We provide something different. There’s space for everybody, and having good competition helps us all make the market stronger together.