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Monday, September 26, 2011

Coming soon: Gyrene Hamburger!

Tom Monaghan has another business venture, reports the Naples News: gourmet hamburgers. Here's an excerpt, but the whole article is a must-read.
He calls his new venture Gyrene Hamburger. The name gyrene is given to Ave Maria's sports teams. It's a nickname for a Marine, thought to have come from a combination of "GI" and "Marine."
........

In the 1950s, Monaghan spent three years in the Marine Corps. Suiting its name, the new hamburger business will have a warrior-like feel. Employees will wear camouflage uniforms and the store, he promises, will be as spotless as barracks. The drivers will be known as gyrene joggers and the managers will be captains. There will be an extensive training program, called the burger boot camp.

"Everybody is going to be referred to as sir or ma'am," Monaghan said of his customers. "Then we're going to salute you, and you're going to be on your way."

No surprise, he’s already thinking about growing the business.

"We will franchise, but not immediately," a confident Monaghan said. "This first store is a test. If there’s anyone who knows how to grow an organization it's me."

He thinks the business could be even bigger than Domino's one day, with 6,000 stores in the U.S. alone, and that many or more in the rest of the world.
..........

Gyrene Hamburger will only sell hamburgers, which will make the operation run more efficiently and speed delivery. There will be no sides and no drinks.

There will be two hamburger choices, with each burger costing a little less than $6: The classic with ketchup, mustard and pickle and the deluxe with lettuce, tomato and mayonnaise. Both hamburgers will have double Angus beef patties, plus cheese and bacon.

"That's it. No substitutes," Monaghan said.

Asked how he would compete with the big hamburger chains, like McDonald's and Burger King, he said: "Our edge is delivery."

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