SINGAPORE -- When New York's mysterious (and dare we say hipster) Burger Joint comes to Singapore, it'll taste exactly like what diners in the Big Apple get.
At least that's what the Singapore franchise-owner promises. Nicholas Heaney, who's bringing the franchise over to the island, told Mashable that "no detail was left untouched when it came to replicating Burger Joint's burger."
New Years Resolution ✔️ follow @whoatewhatnyc @whoatewhatnyc @whoatewhatnyc @whoatewhatnyc for more shots. # #foodie #eeeeeats #nom #food #foordporn #burgerjoint A photo posted by igOrgasm (@igorgasm) on Jan 2, 2016 at 1:55pm PST
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"With Steven, we want to bring a New York burger experience to Asia, where no detail is left untouched when it comes to replicating Burger Joint's burger," he said.
The Burger Joint's original location is at Le Parker Meridien Hotel in New York. It's not exactly a secret, but you have to peel a large dark curtain away from the entrance to find it. As the hotel's website simply states: "The best burger in New York City, hidden behind the curtain in the atrium lobby of Le Parker Meridien Hotel."
Now in a second location in New York, as well as Abu Dhabi and Seoul, with Brazil and Singapore coming, it seems it's finding plenty of success despite its deliberately obscure front door. When it first announced its expansion into Southeast Asia, it set off a storm of excitement among foodies in the little red dot.
A photo posted by @marco_bart on Jan 3, 2016 at 4:18pm PST
The Burger Joint started in 2002, back when owner Steven Pipes decided to build something that would suit his own craving for an honest-to-goodness burger. He teamed up with executive chef of Le Parker Meridien, Emile Castillo, and reportedly went around New York tasting almost 30 different burgers, trying to understand what exactly would make the "right" burger.
The burger in his mind was fuss-free and unpretentious, with none of the truffle and gourmet buns you find on every burger menu these days.
Heaney said: "In Singapore, gourmet burgers have always been the trend. Yet, simplicity and excellence at affordable prices still does not exist. You can call us the anti-gourmet burger, if you choose."
He added that he first discovered Burger Joint in 2005 during a business trip to New York, and was so enamoured with the burgers there that he reached out to Pipes to licence the franchise here.
He would not confirm the prices for Burger Joint Singapore, but has said the Singapore outlet's prices will be as close to the original as possible. Most gourmet burgers here priced from S$20 ($14) and up, and he estimates that Burger Joint will likely price its cheeseburgers at about S$15 (US$10.50) in comparison.
For now, Heaney said Burger Joint Singapore will open its doors in April. Our tummies can hardly wait.
A photo posted by Guilherme Correia Santos (@correiaguilherme) on Nov 13, 2015 at 7:46pm PST