Popular Malta-based eatery Hermanos Burgers has commenced the process of expanding internationally, starting off with two points of sale in Madrid, Spain.
Hermanos Burgers was officially launched in 2020 during the start of the COVID-19 pandemic, with the first outlet being opened in May of that year. Since then, the chain has grown to have restaurants in St Julian’s, Paola, Mellieħa, Birkirkara, and Marsaskala. It prides itself on creating “mouthwatering recipes”, with each burger “telling the story of a particular city through a specific selection of ingredients and a mix of flavours”.
The food chain has been garnering plenty of attention on social media over the past few days, with it converting its original Instagram page “hermanosburgers”, into one that is fully Spanish speaking, leading to rumours of it possibly entering foreign markets. A new page was also set up with the Instagram handle “hermanosburgers.mt”, targeting the Maltese market.
Following this, WhosWho.mt reached out to the company to learn about the reasoning behind the change, and if an international expansion is really on the cards.
A spokesperson for Hermanos Burgers explained that the Instagram page switch was done in order to have a page that featured “mt” in its handle.
Thus, the brand has a “local identity”, indicating that it was “born and bred in Malta, and 100 per cent Maltese”, they added.
When asked whether the Spanish page is an indicator that Hermanos Burgers is branching out abroad, the spokesperson explained that over the past three and a half years, the chain’s management has been planning an expansion outside of Malta “due to many requests from people in many different EU and non-EU countries”.
They noted that a team from the eatery has been present in a number of events in the UK, France and the USA to “discuss this with potential new investors”.
Hermanos Burgers' branding on its Spanish page / Instagram
“As of this week, yes, we have opened two points of sale in Madrid and after a year and a half of studying, we can proudly say that we are finally bringing the Maltese flag abroad,” the spokesperson confirmed.
Aside from the expansion, the food chain has also recently been introducing new branding on its social media channels.
The spokesperson explained that this rebranding exercise is the result of a “fresh international beginning” with new branding that could be registered by trademark. This is being done with the intention for the business to “have its own identity” and not “confuse potential future customers”.
They revealed that the rebranding in Malta will happen during the next year for “logistics reasons”.
