Burger 21 Serving Up Second Location in Carrollwood

It's only been six months since Burger 21 opened its doors in Westchase, and the company is already moving forward on its second Bay area location right in the heart of Carrollwood.

Managed by Front Burner Brands of The Melting Pot and GrillSmith fame, the eatery offers 20 kinds of burgers – ranging from beef to shrimp – and a single item that rotates every 21st of the month, giving Burger 21 its name.

The Carrollwood location, 11777 N. Dale Mabry Highway, is set to break ground on July 1, with an anticipated opening in October, said Sandy D'Elosua, national director of communications for Front Burner, and will create a total of 35 local jobs.

The Westchase location has sold more than 80,000 burgers, hot dogs and salads since opening, thanks in large part to its grassroots marketing efforts.

“(Westchase) was the perfect destination for our first Burger 21 location, considering our marketing strategy,” said Cindy Haynes, senior vice president of marketing for Front Burner. “We plan to utilize our fan base and build the same kind of following at our new Carrollwood location.”

Given the fickle nature of the economy, one might wonder how Burger 21 is able to even consider expansion at this time.

“The fast casual segment is the fastest-growing restaurant segment. Plus, the demand for a great burger and shake hasn’t dissipated over the years,” said D'Elosua. “This was just a great time.”

Mark Johnston, CEO of Front Burner, said that the current market calls for a delicate balance of quality food and affordable prices, which his company’s latest venture offers.

"That was the foundation of Burger 21,” said Johnston. “We said, 'Let's design a burger restaurant with the highest quality burgers, fries and shakes, etc., at a reasonable price.’”

Now, he sees enough potential in the brand for more than 500 restaurants, especially when its franchise program launches in August.