HT Talks Tech with Patric Knapp, VP of Operations, Bobby's Burgers by Bobby Flay
Bobby’s Burgers By Bobby Flay recently opened its flagship restaurant in Charlotte, N.C., marking a significant milestone for the brand. This new location, which features a dedicated training center and test kitchen, is the first street-side restaurant for the brand and is situated just a mile from its corporate office. Here, the company’s executives will oversee restaurant operations, train new franchisees, and develop new menu items.
Located at The Towers at SouthPark, Bobby’s Burgers' eighth location offers indoor seating for 40 guests and an outdoor patio. The menu, personally designed by Bobby Flay, includes seven cooked-to-order burgers, savory sides like house-made buttermilk onion rings, "spoon bending" milkshakes, and a breakfast selection featuring Bobby’s breakfast burrito and espresso-based coffees.
Technology and Efficiency at the Forefront
Hospitality Technology caught up with Patric Knapp, VP of Operations, to discuss the flagship’s unique features, technological advancements, and strategies to enhance guest engagement.
“This flagship has been a long time coming — years in the making,” Knapp shared. The Charlotte location represents a new phase for Bobby’s Burgers, which currently operates eight stores. Franchise locations in Chicago, Colorado, and Utah are expected to open later this year.
Bobby’s Burgers locations include non-traditional formats in high-profile venues like Yankee Stadium, airports, and casinos such as Paris Las Vegas and Harrah’s Resort Atlantic City. “Every location has been a learning experience, leading up to Charlotte. We’ve optimized our layout to make our crew members’ jobs easier and more efficient,” Knapp explained.
For an elevated burger concept like Bobby’s, speed of service is crucial. “The faster our crew can work, the faster our guests are served, ensuring they receive fresh, high-quality food,” Knapp noted. Bobby’s Burgers stands out by offering burgers cooked to order at two different temperatures—medium or well—an option unique in the fast-casual space.
Automation and Innovation in the Kitchen
The Charlotte kitchen features a Garland clamshell grill, which Knapp describes as “a game changer.” Cooking burgers on a flattop typically takes 7-10 minutes, but the clamshell grill reduces that time to just 2.5 to 3.5 minutes. “This is the first step towards automation,” Knapp said, hinting at more tech-driven innovations to come.
The integration of the Garland grill’s IoT capabilities with Bobby’s tech stack, which includes the Toast POS system with Olo and Thanx integrations, is underway. This integration will enable the brand to track key performance indicators (KPIs), identify inefficiencies, and provide more accurate pickup times for guests.
Beyond the grill, the Charlotte location leverages IoT technology in other areas of the kitchen. “We can monitor how often our fryers are used, track oil efficiency with self-filtering fryers, and receive alerts when equipment isn’t functioning correctly. All this data is stored in the cloud, allowing us to address potential issues before they impact operations,” Knapp explained.
Balancing Technology with the Human Touch
While Bobby’s Burgers by Bobby Flay embraces technological advancements, the brand remains committed to the human element of hospitality. “We’re not replacing our cashiers with AI,” Knapp emphasized. “AI helps us gather and analyze data more efficiently, but it’s not about replacing people. It’s about enhancing their ability to provide great service.”
Overcoming Challenges
When discussing current challenges, Knapp highlighted the importance of integrating technology to enhance hospitality. “Robots and kiosks are out there, but our focus is on using technology to support our guests and team members. The challenge is ensuring these tools work seamlessly together to enhance the guest experience,” he said.
“We’re not offering $4 hamburgers; we’re delivering fresh, Certified Angus Beef burgers that are substantial and high-quality. Our goal is to deliver value,” much like Chick-fil-A does with its exemplary hospitality — “something that’s not always consistent across our industry,” Knapp added.
Engaging Guests
The SouthPark location also marks the debut of Bobby’s Burgers’ loyalty program and mobile app, powered by Thanx. “There’s a lot of learning ahead before we roll this out to other locations. This is ground zero for our loyalty program,” Knapp said.
Through this program, Bobby’s Burgers will gain insights into guest spending habits, visit frequency, and preferences. The brand will use Thanx’s AI-powered re-engagement tools to tailor communication with customer segments and offer location-specific promotions. For instance, following a big win by a local team, the restaurant could offer free soft drinks to celebrate, making interactions more meaningful for guests.
