The Burger Rebel is set to open a new Dh4 million ($1.08 million) outlet at Souk Al Bahah, adjacent to the Dubai Mall, as the different food and beverage concept expands in the emirates.

This is the second Dubai-based outlet for the home-grown brand, which set the trend for the future of burger restaurants when it opened its first location in Wafi City in 2012, and a carbon copy of the highly successful original, said a statement.

Scheduled to open for business in mid-April 2015, owner-operator Thomas Klein International chose Souk Al Bahar for the next step in its brand evolution strategy due to its established dining destination credentials and high foot traffic potential, it said.

Daniel During, principal and managing director for Thomas Klein International, said: “The Burger Rebel concept was created for an open-minded young, trendy, social media savvy market and as one of the city’s dining hotspots, we thought it was time to introduce Burger Rebel to Downtown Dubai to shake things up with our ‘anything but conventional’ approach to the classic burger, hot dog and slider scene.”

A 93-seater venue with an outdoor terrace and bar area, the new Burger Rebel will continue to fly the flag for individuality in a branded corporate world with its menu that puts a 21st century spin on classic burger combinations using grilled camel meat, foie gras, and beef tongue, in addition to high quality 100 per cent beef patties, said the statement.

“Our team of culinary rebels will put their own spin on hand-crafted hot dogs with a bold choice of venison, rabbit, duck and fish options and sliders get a similar makeover with off-the-wall choices including duck confit with melted brie and fig sauce, sweet and sour pan-sautéed beef, and the Forestière with a marinated grilled giant mushroom, spiced aïoli and Provolone cheese,” said During.

The brand also hand crafts all its buns, which are made with 50 per cent potato starch instead of flour, and the sauces and toppings are also all homemade using the freshest possible ingredients.

The Burger Rebel all-natural approach extends through to its interior design, which brings the concept to life with the integration of specially sourced recycled and second-hand furniture and fittings such as wood sourced from sustainable forest suppliers, it said.

“Re-using and re-purposing helps reduce the amount of scrap we produce, which is a hot topic for the restaurant industry right now; and any repairs or upholstery are also done using sustainable materials. For those unavoidable new purchases, we made every effort to source green-certified products, and this endorses our proactive commitment to environmental sustainability,” said During.

Another hallmark of the Burger Rebel design concept is a 30 sq m graffiti wall, with a one-of-a-kind artwork created by a UAE-based graffiti/street artist.

“The graffiti wall, which is a talking point at our Wafi restaurant, is an artistic representation of our desire for creativity in life, and this gels perfectly with the Burger Rebel philosophy of creating an interactive space - and of course serving great food,” added During. - TradeArabia News Service