Bongo tests fixed-price burgers

EDMONTON—Jungle Jim’s is now Jungle Jim’s Bongo Burger. 

Bongo Burger Bar serves 35 different burgers, all for the same $11 price. That is, except for the Headhunter burger—a full pound of beef, four strips of bacon, double cheese, all the fixings, and one pound of fries—for $15. Anyone who eats the entire meal receives it free on the next visit.

Since opening in early August, business has doubled, with traffic coming from motorists driving the Yellowhead Highway and guests at the adjacent Super 8 Motel.

Mark Siderson, executive vice-president of Albert’s Group of Restaurants, which also franchises Tony Roma’s and owns Albert’s Family Restaurants, said the Headhunter is the second most popular burger at Bongo.

“We’re doing one a day. We’re located at a truck stop, so we get some hungry people,” Siderson said.

Other than the Headhunter, each burger comes either with either an 8-ounce patty or a 6-ounce chicken breast. Steak, Buffalo wings, potato skins, fish and chips, fries and salad are also on the menu.

Siderson said the company has already getting calls from existing Jungle Jim’s franchisees in Red Deer, Regina and Saskatoon wanting to bring the concept into their cities, either in food courts, strip malls or standalone restaurants.

“We’re watching what will happen. We’re attracting interest from our partners. We’re looking at going back to the Maritimes,” Siderson said. No expansion will happen before 2011, however.

Jungle Jim’s started as a single location in Newfoundland and Labrador and now has 23 locations, with most of those on the East Coast. The Sherwood Park and West Edmonton Mall location are the only two outside of the Maritimes and Newfoundland and Labrador.

Siderson said the burger bar is a very efficient one to operate, and is easier to handle orders during busy times compared to other restaurants with a more diverse menu.