Sébastien Chabal and Joannes Richard Launch Their Burger Concept

The 2023 World Burger Champion and the former French XV player join forces to offer restaurateurs a unique concept: a subscription that allows them to create a high-end burger menu.

©Studio Chaillou

Their idea: to launch a high-end burger franchise.

Although he is known for his rugby talents, Sébastien Chabal also has a sharp entrepreneurial sense. Proof of this is the launch of his new venture on June 4th, called “Les Burgers de JO.” The concept? Offer restaurateurs the chance to add the burgers of Joannes Richard, 2023 World Burger Champion, to their menu two Wednesdays a month.

On the menu: four permanent burgers (including the burger that won the 2023 World Championship and a vegetarian option) and a fifth burger that changes every month. Also included are tenders, fries, drinks, and desserts. The recommended average price would range between €17 and €25 depending on the recipes. All products will be pre-selected and delivered by the Transgourmet network.

Guaranteed 70% profit margin

To become one of “Les Compagnons de JO,” a 12-month investment is required, with the option to withdraw within the first three months. Here are the fees:

• €1,000 entry fee, granting territorial exclusivity;
• €900 for the companion pack, which provides the restaurant with all the concept’s identity elements (including tableware);
• €300 for marketing and communication support;
• €80 for the monthly subscription;
• And 10% royalties calculated per event, only on burger menu sales (excluding drinks).

This offer guarantees a 70% profit margin, assures Sébastien Chabal. “We don’t want to put restaurateurs at risk; we genuinely want to support them.” A special formula has also been designed for seasonal restaurants.

“The idea is not to create franchises or change their model, but to democratize the high-end burger by imagining that, occasionally, any restaurant could become a top destination for burger lovers,” emphasizes Sébastien Chabal. With the creations of Joannes Richard and the entrepreneurial experience and media image of the rugby player, “Les Burgers de JO” aims to generate positive buzz around partner establishments. The team is aiming for ambitious growth, with 1,000 companions expected by the end of 2024 and 3,500 by the end of 2025. About thirty are already interested in the project, which is set to launch in January next year.