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Ex-Coach Plans Fast-Casual Shula Burger Chain

Former NFL coach and current steakhouse entrepreneur Don Shula announced plans to open a chain of fast-casual burger restaurants under the Shula Burger name. 

Shula said in a release that the first franchisee is being sought in Florida, with 100 locations projected within 10 years. That’s an ambitious timetable in this economy, but the chain begins with solid name recognition: he operates 32 dinnerhouses under the Shula’s Steak House, Shula’s 347 Grill and Shula’s 2 Steak & Sports monikers in 16 states.

Shula burgers will be a blend of Angus chuck, short rib and brisket cuts. A basic burger is tentatively priced at $5.95 with an interesting array of signature burgers at a fast-casual $7.95 price. These will include a French Onion Burger (caramelized onions, double Gruyère cheese, garlic mayo and crushed garlic croutons) and a Havana (with roast pork, ham, Swiss cheese and mayo-mustard spread), which is listed as one of two  “regional burgers” (likely to be menued in Miami at least).

Then at $10.95 there’s The Don, which includes a burger and a hot dog with pickles, onion sauce, American cheese, ketchup and yellow mustard on a brioche roll. This combination of “two American classics” sounds problematic.

Bun choices will be brioche and multigrain, and diners can choose their cheese and up to four standard toppings. Deluxe toppings at $1 a shot include goat, Gruyère and blue cheeses, plus red-onion jam, double-cut peppered bacon, roasted tomatoes and roasted red peppers. 

A rendering of a unit (above) included on the Shula Burger website suggests the restaurant will look much like everyone’s favorite fast-casual template, Chipotle Mexican Grill.

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