Burger Project Black Label brings new venue, bigger menu, superior burgers and stellar breakfast to Sydney
Monday, 9 April 2018: Burger Project is taking things to the next level with the launch of its first Burger Project Black Label store in Sydney’s CBD.
As the name suggests, Burger Project Black Label will serve deluxe designs on standard burgers, from swanky new digs at Grosvenor Place.
Taking some of the best attributes of Burger Project’s hand-crafted range ($9.90-$15.90) – including slow food values, premium produce and a secret sauce – and Rockpool Bar & Grill’s famous Wagyu burger ($26), upon which Burger Project was founded, the Black Label offerings fall somewhere in the middle price-wise.
These masterpieces of burger craftsmanship are still in development but a menu of around a dozen will likely include Texan BBQ beef, deep-south crispy chicken, falafel and crumbed fish fillet creations. A multitude of sauces, spices, slaws and other components will be included, featuring the finest, sustainable and locally-sourced ingredients.
The Black Label collection will be bolstered by an enhanced menu of flavourful salads, sides, dips, sodas and shakes. Breakfast is covered too, with premium Sydney roaster Mecca Coffee and local artisan baker Sonoma the heroes of a substantial sit-down and takeaway menu.
Mecca’s house blend, special blend and nitro coffee on tap will help kick-start every day, while Sonoma’s toasted linseed and sourdough will partner up with combinations of eggs, avocado, bacon, mushrooms, sausages and other breakfast stars. Fresh juice, muesli, fruit salad, ricotta hot cakes, croissants, and Sonoma bakery items will also feature.
An enriched bar focus will serve ‘adult shakes’ (that’s a shake with a hit of alcohol), a broad array of craft beers, wines and whiskies, and for those who crave a more serious Mecca fix, an impressive range of coffee through cocktails.
Fast-casual service is replaced with the special casual treatment, which means plates and glassware replace disposable vessels, and meals and drinks will be delivered to the table.
It’s traditional Burger Project boosted in every way: bigger burgers (180g patties, compared to 140g), milk buns that are packed with a wider array of ingredients and flavour profiles, a breakfast of champions, premium partners, a boosted bar focus, and finer service.
Burger Project Black Label is expected to open late May at Grosvenor Place, 225 George Street, Sydney, replacing fast-casual outlet Saké Jr, which closed in early April.
Rockpool Dining Group Chief Executive Office Thomas Pash said Burger Project was one of the core brands that the Group had decided to focus on for expansion.
“Burger Project is a proven brand, which is supported by a positive growth outlook for the overall burger category in Australia,” Mr Pash said. “We’re excited about the new developments that we’re bringing to this dynamic part of Sydney’s dining scene, including a super-premium burger range in a casual setting and a fabulous breakfast offering that heroes Sydney producers.”
Rockpool Dining Group Culinary Director Neil Perry said Burger Project Black Label was a natural next step for the business.
“Think of Black Label as a hybrid of our premium Rockpool Bar & Grill burgers, and our everyday Burger Project favourites,” he said. “It’s everything that our customers love about both brands, which we’ve blended into the ultimate burger, breakfast and bar destination.”
Media inquiries: Rockpool Dining Group PR Manager Rachel Lebihan: 0438 701 573| Rachel.Lebihan@rockpool.com.