Our work defined the brand strategy, articulated experience principles and crafted the now-iconic tagline “good inside”. This encapsulates their core brand truths:
the burgers are made from seven whole-muscle cuts with only a pinch of salt, portions are generous yet balanced; and all beef is ethically sourced from grass-fed, free-range cattle. Combined with a cosy, modern interior and a training-centred employment model, BGR offers a guilt-free, wholesome burger experience that resonates with families and food lovers alike.

World First shaped the story so it could be expressed coherently across menus, interiors, customer touch-points and communications, elevating BGR’s reputation as a brand that’s genuinely good inside.

BGR is one of South Africa’s most celebrated burger destinations, consistently ranked among the top three in the country for over a decade. Built on uncompromising ingredients and a thoughtful guest experience, BGR’s brand promise isn’t just about flavour — it’s about feeling good inside.