California-based hamburger chain Fatburger is about to expand in Asia, especially China after signing a deal with Puji Capital Limited. Puji Capital is a China-based investment bank and asset management firm.
Fatburger is a chain of restaurants founded in California. The headquarters is still in Beverly Hills but it has expanded throughout the U.S. and also into several other countries. A number of celebrities have invested in the chain and it is associated with rappers as well. In the song 'Late Night' by Tupac Shakur and DJ Quik, Tupac says 'The club be poppin so I'm stoppin at the Fat Burger'. The chain is regarded as emblematic of California culture but now it is becoming emblematic of global capital as it expands throughout the world.
Currently there are about 100 hundred Fatburger restaurants including five in Asia, three in the UAE, and one in Bahrain. By the end of 2012 Fatburger hopes to have about half of its 150 locations outside the U.S. Countries will include Canada, Kuwait, Saudi Arabia, Iraq, South Korea, Indonesia, China and Macau.
The company has another 225 locations under development in the Middle East, United Kingdom, North Africa and Pakistan. The bulk of the expansion with Puji Capital will be in China, Hong Kong, Taiwan and Singapore. There are already 3 locations in Beijing and one in Macau.
Fatburger's slogan is "The Last Great Hamburger Stand". Even though it is a fast food restaurant the food is cooked and made to order for the customer. The restaurants usually have a liquor licence as well. Puji Capital representative Robert Eberenz said:"We are confident that Fatburger's premium quality and unique atmosphere offer a new and exciting restaurant experience to the region's increasingly affluent and taste conscious consumers. We are currently in discussions with key local real estate and food service executives to promote the greater China business, and are looking forward to partnering with Fatburger in other Asian countries as well." Eberenz did not say how many calories were in a Fatburger.