Hugo’s Burger Bar accelerates growth with major Qormi diner and drive thru

A decade after opening its first outlet in Paceville, Hugo’s Group is scaling up its fast-casual dining ambitions with the launch of a major Hugo’s Burger Bar diner and drive thru in Qormi. As competition in the burger market intensifies, the brand is betting on consistency, operational investment, and local community engagement to fuel its next chapter. Group CEO Luke Chetcuti reflects on the lessons behind the brand’s expansion, adapting to changing consumer behaviour, and why long-term success depends on more than just trends.

Q: What inspired the creation of Hugo’s Burger Bar, and when was the first outlet in Paceville established?

Luke: Back in 2014, we saw the fast-casual burger concept gaining momentum in cities like London, which was interesting to watch. As a Group, we have always focused on keeping an eye on emerging trends, and at the time, it felt like the right opportunity to introduce a high-quality burger concept to our portfolio.

We officially opened our first Hugo’s Burger Bar in Paceville in 2015.

Q: Looking back, what were the ingredients that helped the Paceville location gain early traction in a competitive market?

Luke: It really came down to finding the right balance between creating a cool, relaxed environment, with offering an affordable product that does not compromise on quality.

From the start, we focused on simple, well-executed classics, elevated with our own signature touches. We feel this combination resonated with customers from the first day.

Q: The fast-casual dining segment is becoming increasingly saturated. What differentiates Hugo’s Burger Bar and how do you sustain brand relevance?

Luke: For us, it boiled down to one thing: consistency, a quality that is often lacking from the dining experience in Malta.

Delivering the same high-quality product today, as we did when we first opened, is what builds trust with our customers. Trends come and go, but consistency is what keeps a brand relevant over the long term.

Q: You have now expanded to Qormi, which represents a significant step with a 150-seat capacity and a drive thru. How has this format influenced your operational model and approach to customer experience?

Luke: Qormi introduced a completely different operational dynamic. In the first few weeks, there was a natural learning curve as we managed in-house diners, delivery couriers, and drive thru traffic, all operating from the same kitchen.

We approached the launch in phases: starting with delivery, then introducing the drive thru, and finally opening the dine-in area. This allowed each team to gradually build confidence and momentum.

We also invested €1.5 million in top-tier equipment. For us, this was essential, as we believe that building a strong brand starts with investing in the right infrastructure.

Luke: Yes, there are subtle differences. Certain burgers perform better in Qormi, although our core bestsellers, such as Rocco’s Burger, remain consistent across both locations.

We’ve also started giving our marketing a more local flavour, incorporating the Maltese language and cultural nuances to better connect with the community around us.

Q: What were the strategic considerations behind choosing Qormi as your second location?

Luke: We wanted to take Hugo’s Burger Bar beyond St Julian’s and reach a wider customer base.

Qormi made sense from a strategic point of view. It is central, high-traffic, and well connected to densely populated areas, giving us access to a broader clientele.

Q: What’s next after Qormi?

Luke: We’re actively exploring new locations and opportunities that will allow us to expand the brand further.

There are already a few ideas in the pipeline, although it’s still too early to share details.

Q: And finally, how do you like your burger?

Luke: I guess my favourite has to be Luke’s Burger, though honestly, it’s hard to choose as I like them all. There’s something very distinctive about the flavour profile we’ve built… it’s simple, but it hits the right tastebuds every time.