When the BurgerFi at Ellisburg Circle Shopping Center in Cherry Hill opened a few months ago after more than a year of construction (thanks to pandemic delays), everybody exclaimed, “finally!” Many people had wondered if it would open at all.
Well, it did, but it hasn’t been without its challenges. With an immense opening buzz, there was a high volume in the beginning. New restaurants often need time to work out the kinks during regular times, but these are not “normal” times. Early staffing issues meant less than optimal performance immediately after opening, resulting in some disappointed customers.
“The labor shortage has been my number one challenge,” owner and operator Matthew Daniel, 30, said. “I’ve had to hire a whole new staff since I opened. I am committed to delivering a great product and excellent customer service.”
One of those hires was General Manager Nicole Jackson of Deptford, who oversees daily operations for Daniel. Working together, they have overcome some initial problems, and the business is running more smoothly.
Like all restaurants, they still feel the ripple effects of the pandemic and the current economic climate; however, Daniel is confident that the franchise will succeed due to its location on Kings Highway and its high-quality product.
According to its marketing, BurgerFi serves a chef-driven menu in an eco-friendly environment. The burgers use 100% natural American Angus beef with no steroids, antibiotics, or growth hormones. They also offer premium Wagyu beef, cage-free chicken for chicken sandwiches and chicken tenders, Wagyu beef hot dogs, a proprietary VegeFi Burger, and a Beyond Meat Burger. Fresh-cut fries, double beer-battered onion rings and shakes, concretes, and custard cups round out the menu.
“Business is good and picking up,” he said. “People are very pleased with the food.”
The Blackwood resident is so convinced the chain has staying power in South Jersey that he’s already looking at locations for a couple more franchises he intends to open in the coming years. Stay tuned!
In the meantime, Daniel is inviting South Jersey Food Scene readers to come in and offer 10% off their orders through the end of December 2022. Please use the coupon below. Either download it and print it, or show it on your phone when you arrive before placing your order. Tell them South Jersey Food Scene sent you!
Marilyn is a freelance writer covering the food and drink scene of South Jersey. You can find more of her writing on Philly Grub and NewsBreak.