Move over other fast foods – there’s a smashing new burger in town

The fast-food burger market is heating up in South Africa, with big chains like McDonald’s, Steers and Burger King now seriously competing with each other for consumer loyalty. But Brian Altriche, one of Spur’s longest-running franchisees, saw an opportunity beyond burger.

His idea? RocoMamas, a “smashburger” fast-food chain offering a more personalised, artisanal food experience.

Brian opened his first RocoMamas store in Randburg in September 2013 and sold customisable smashburgers, ribs and wings. Today there are 13 stores in Gauteng and two in Kwazulu-Natal, with further plans to roll out all over the country. Clearly he’s onto something. We spoke to him to find out more. 

First things first: what’s a smashburger?

The smashburger is named after how we cook the burger – it’s made on site with freshly ground mince and flavoured with a unique mix of seasonings before being seared at a high heat.

Our customers can then customise their burger with things like bacon, Cheddar cheese, guacamole, mushrooms and more.

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Where did the idea come from?

I basically felt violated with the gourmet burger options available, where some chef tries to convince you that a burger should have fig preserve or truffle oil-infused nonsense. I felt these offerings lacked what a good burger should be, so I went out and created what I felt was the most inspirational burger I had ever tasted.

Also, when I was travelling in the USA, I sampled awesome burgers, ribs and wings made with integrity, using ingredients that are fresh but unpretentious.

How has the journey been?

I started the first store in Randburg opposite the “yellow arches” as a form of protest. I spent every day for six months at this store from 9am to midnight just getting the procedures and cooking techniques perfect.

Where to from here?

I’d love to open in Los Angeles in the not-too-distant future, as it is dear to my heart and is where my journey began.

This article was originally published in Sunday Times Neighbourhood: Joburg. Visit yourneighbourhood.co.za, like YourNeighbourhoodZA on Facebook and follow YourHoodZA on Twitter