Queenstown's iconic Fergburger celebrated its 10th birthday in true Queenstown style recently with birthday cake and free beer. GM Barry Smith spoke to Louise Highley about how a hole-in-thewall back-street burger joint became a legend.
In 2005, Fergburger was forced to move from Cow Lane to its current location in Shotover Street, a move Barry says has accelerated Fergburger's popularity and increased its market appeal.Louise Highley is a Queenstown-based freelance writer."People say to us 'I was in Brazil and when I said I was going to Queenstown, was told I had to get a Ferg."Now ten years of age, Fergburger stands out as not just another eatery but one of Queenstown's most famous attractions.Although featured in Lonely Planet and other travel guides, Barry says Fergburger's success came largely from word-of-mouth advertising.Barry affirms the business faces the same challenges as any other, such as the economic downturn and slow seasons, but a steady stream of tourists has helped them through.Fergburger's success could be due in part to the amusing names on the menu (fancy a Cockadoodle Oink or Bun Laden?) or even the mysterious persona of Mr Fergburger himself. But Barry attributes most of its success to their tasty fare.In a resort-town crammed with more than 150 eateries, Fergburger is constantly under siege by tourists and locals alike. When there's no more room to sit, they spill onto the bavement in a burgeoning mosh-pit of hungry consumerism. Kiwis, English, Australian, German - you name them - they're there with a Fergburger in one hand and camera in the other."We went from just selling our burgers to backpackers to a much broader demographic."Together they boast a combined total of over 38,000 likes, triple Queenstown's urban population.Today Fergburger has captured an international cult following, evident through social media. A glance on Facebook reveals over 35 die-hard fan groups from around the world, such as "Globalise Fergburger" and "Fergburger Appreciation Society"."The fluffer walks around talking to customers, making sure they have everything they need," he says- "If they've got aioli on their lip, she'li wipe it off. If they need napkins or drinks she'll get them - anything to make them feel welcome and comfortable."Email theteam@highleycreative.co.nzAnd it's not just tourists who are raving. Restaurant reviews line the walls of Fergburger with Burgereater.com rewarding their burgers full marks for taste, size, value, freshness and content. "The best burger I have ever eaten... worthy of all its acclaim and its awards," it reports.To cope with demand, Fergburger's staffing population has increased five-fold to 50. The company has taken a lease on the adjoining premises, which will be home to a Fergburger bakery this winter."Fergburger's noisy, chaotic and crowded, but despite that there's always a good buzz around the place," he said. "The reason people want to queue is the Fergburger and the reputation it holds worldwide."It's a fact supported by the company's newest job title, the "fluffer", which Barry says epitomises the "Ferg Loves You" concept.It's a far cry from its humble beginnings in Cow Lane, a small back-street alley in town. Fergburger first opened there on February 24, 2001 , with two Warehouse barbeques and a deep-fryer catering to late-night boozed backpackers. On the first night they sold 100 burgers. The second night, only one.But it isn't just about the food; customer service plays a key role. "We don't just make a burger and throw it out the door," he said. "We love our customers and we want them to feel like they've had the best customer service experience and the best burger you'll get anywhere. We believe every customer should get treated as our motto says: 'Ferg loves you'."
Email theteam@highleycreative.co.nz
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