/ Reviews / The Epicurean Explorer
Ode or Fraud?
by Buzz Archer
on Friday, December 23, 2011 12:00 AM
A month and a half ago, a run-of the-mill mid-market Cantonese restaurant on Yanping Lu quietly turned off their lights and took their sign off the hook. Within a few days, a massive banner was wallpapered across the old storefront, urging citizens to prepare to feast on a Double-Double and Animal-Style Fries. This statement vexed and inflamed burger-lovers across the city (Animal-Style is supposed to be a secret!), as well as created a commotion on Dianping. This is why I give a tip of the hat to CaliBurger for their marketing efforts / obvious In-N- Out homage in drawing attention to their soon-to-be opened burger joint.
Although In-N-Out established a surprise ‘market-test’ event at Sasha’s in Shanghai several weeks ago, the whole premise was created as a shot across the bow to would-be upstarts such as CaliBurger. As of this week, all legal issues between CaliBurger and In-N-Out appear to have been settled. One of the resultant changes is that CaliBurger will tentatively re-name its products (the Double-Double is now the CaliDouble).
Three CaliBurger investors, Roy Newman, John Miller, and David Sun were in town last week to scope out Shanghai and add finishing touches to the concept. David Sun, COO and Director of Caterlex (parent company of CaliBurger Asia), chose Shanghai over Beijing, as it is “more expat-oriented and cosmopolitan”. In addition, Sun noted that the ratio of returnees invariably chose Shanghai over Beijing to continue their careers. As part of their expansion drive, CaliBurger is banking on HaiGui burger aficionados to convert skeptic locals into “HanBao” believers. In 2012, CaliBurger aims to open 3-4 more stores in Shanghai.
Once city location was set, the team drilled down and spent several months determining the best location for their first store. Yanping Rd was CaliBurger’s “optimal” location due to the large percentage of expats living in the area. In addition, Yanping Rd has strong F&B potential as Kush, Sushi Abuse, D’Vino, Downstairs, Aura, I Love Shanghai, and soon to be opened Villa du Chocolate are all within a block and a half radius.
CaliBurger is slated to open in early-mid January.
Picture courtesy of Amanda Buzon, owner of the Frienzied Palate blog.
