Discovering NFA Burger: The Future of Fast Casual Dining in an Unexpected Place

Picture this: A town of 52,000 people, 25 minutes North of Atlanta, Georiga and down the street from one of the nation's largest QSR conglomerates there sits an inconspicuous burger joint inside an independently owned gas station.

If you've been to Dunwoody, GA you probably know exactly where I'm talking about. NFA Burger!

This time last week Steve Lieber and I decided to take a hiatus from the Franchise Customer Experience Conference run by Franchise Update Media in Atlanta. We drove straight to NFA Burger.

The Billy's Classic burger was nothing short of exceptional! We arrived 25 minutes before opening to get a feel for the atmosphere and observe the preparations. This allowed us to appreciate the restaurant's vibe before our scheduled meeting with Billy Kramer, the founder of NFA Burger.

Here's a couple of things I noticed while at NFA Burger:

1. Exceptional Food & Guest Experiences-

We had the Billy's Classic, a mouthwatering creation featuring two 2.75oz Patties with American Cheese, French's Mustard, Mt. Olive Pickles, Sassy Sauce, all perfectly nestled on a Martin's Potato Roll. Needless to say the food was superb. The burger was crafted to perfection, reflecting the expertise that earned it the title of "Greatest Burger in Atlanta!"

However, what truly sets NFA Burger apart is the guest experience, Billy, the founder, is not just a name behind the brand; he is the heart and soul of the operation. During our visit, we observed Billy's Genuine interactions with his guests. He didn't just ask routine questions; he engaged in meaningful conversations, inquiring about how the food turned out and if there was anything he could do to enhance their experience. His genuine care and attention to detail create an atmosphere of warmth and hospitality that is rare in the fast-paced world of quick-service restaurants.

This level of personalized service is an intangible asset in the restaurant business. It's something you can't put a dollar sign on but significantly impacts customer loyalty and satisfaction. Billy's approach transforms a simple meal into a memorable dining experience, making each guest feel valued and appreciated. This dedication to both exceptional food and exceptional service is what makes NFA Burger a standout in a crowded market.

2. A Focus on Employee Engagement and Involvement -

Billy Kramer CARES about his people! His dedication to his team is evident in both small, everyday actions and larger, impactful initiatives. For instance, Billy had traffic cones in his parking lot to teach one of his employees to parallel park. We later witnessed that employee attempting to parallel park in the parking lot behind the restaurant. (She successfully parallel parked but it was tough to watch!) This simple yet thoughtful act demonstrates his commitment to supporting his employees beyond their job roles, helping them develop life skills and fostering a sense of community.

Moreover, Billy’s involvement with the Giving Kitchen, a nonprofit organization dedicated to assisting food service workers in need, highlights his broader commitment to the well-being of his team and the industry as a whole. Through this partnership, he ensures that his employees have access to essential resources and support during challenging times, reflecting a deep-seated care for their overall welfare.

Billy’s approach to employee engagement goes beyond typical managerial duties. He creates an environment where his team feels valued and supported, which in turn, enhances their dedication and performance. This focus on employee involvement not only builds a strong, loyal workforce but also translates into better service for customers. Happy, engaged employees are more likely to provide exceptional customer experiences, creating a positive cycle of satisfaction and loyalty.

At NFA Burger, it’s clear that the staff is more than just a team - They’re a family. Billy’s hands-on involvement and genuine concern for his employees’ personal and professional growth foster a culture of mutual respect and commitment. This unique approach to employee engagement sets NFA Burger apart, demonstrating that a successful restaurant isn’t just about great food, but also about the people who make it all possible.

3. The Future of the Restaurant Industry -

Gone are the days of the sprawling 2,300 to 3,000-square foot traditional fast casual and quick service restaurants. The current economic and operational landscape makes it challenging to maintain profitability in such large locations. The future of the restaurant business lies in smaller, more efficient spaces ranging from 800 to 1,400 square feet, with a strong emphasis on takeout and delivery.

Non-traditional restaurant setups, like NFA Burger inside a gas station, are poised to thrive in this evolving market. These compact, innovative spaces allow for lower overhead costs, quicker service times, and a more flexible response to customer demands. NFA Burger exemplifies this trend, providing that excellent food and service can come from the most unexpected places.

Restaurants like NFA Burger are leading the way, showing success doesn’t depend on a large, expensive location but on delivering high-quality food and exceptional service in a convenient, accessible manner. This model not only meets the needs of modern consumers but also aligns with the operational efficiencies required to thrive in today’s competitive market.