Twisted Burger boosts the Yard’s food sales by 50%, but could rise to 300%

By Nicholas Robinson contact

- Last updated on GMT

Twisted Burger is in four sites
Twisted Burger is in four sites

Related tags: Music venue

Food sales at Yorkshire pub the Yard, Ilkley, have rocketed by more than 50% since the franchise Twisted Burger launched there in early February, the Publican’s Morning Advertiser (PMA) has learnt.

Twisted Burger, which launched in 2011 in Sheffield, is a branded concept that pubs can buy into, the company's head chef Alex Malin told the PMA​.

Twisted Burger where?

  • The Yard, Ilkley, Yorkshire
  • The Harley, Sheffield
  • The Riverside, Sheffield
  • The Vintage Bar, Doncaster

It was likely food sales would continue to grow at the Yard and could rise by a further 250% within the next 12 months, claimed Malin, who based the figure on sales at the firm's first site, the Harley, Sheffield.

"We grew food sales in the Harley by 300% in the first year and that might happen in the Yard," said Malin.

Food sales at the Harley were around £800 a week until Twisted Burger launched its concept four years ago, but had since risen to between £8,000 and £10,000 a week, he claimed.

As long as possible

Malin wanted the franchise to remain in the Yard for as long as possible, but said the company had a three-month consultancy period to ensure the partnership was working.

The Yard made a significant investment in the décor and brand before the launch, he added.

Twisted menu
What's on Twisted Burger's menu?

"The pub invested itself to change the layout," Malin explained. "We're a branded food concept and we give you the menus and ingredients supplier and training."

Meat is supplied by Deckers Butchery, which butchers the meat to a specified standard, according to Twisted Burger operations manager Lauren Dyke.

Twisted Burger was also aiming to launch in more sites and was looking particularly at music venues, said Malin.

"They don't have to be live music venues, but have to have music in the culture," he added.

Glastonbury

The firm would also be at Glastonbury this year as well as other music festivals to raise the brand's profile.

Malin and the company also recently revealed the launch of a vegan burger created for the Yard's menu by Bring Me the Horizon​ lead singer Oli Sykes.

The metal group front man Sykes, who is a vegan, created the 'Drop Dead Double Stuffed Falafal-Hell burger' for the company.

Meanwhile, Twisted Burger's menu was set to have its yearly revamp soon, Malin told the PMA.

"We will have our annual change in March. We used to do it four times a year and then went down to two because we found that people get annoyed if you change the menu too much and so we decided to go down to once a year."

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