Small Burgers, Big Impact: How BurgerFuel’s Lightweight Range is Driving Sales and Winning Over New Customers

For almost three decades, Chris Mills—BurgerFuel’s legendary “mad burger scientist”—has been the creative force behind some of the BurgerFuel’s most iconic and forward-thinking menu innovations. From his roots in fine dining to his role as Menu Development Manager, Chris’s culinary expertise has helped elevate BurgerFuel from a single New Zealand store to an international gourmet burger brand. 

But behind every limited-edition creation, every perfectly caramelised patty, and every bold flavour combo is something more strategic: a vision that adds real value for BurgerFuel franchisees. 

From Gourmet to Global: Chris’s Culinary Evolution 

Chris began his food journey washing dishes in Wellington before moving up the kitchen ranks in fine dining. When he joined BurgerFuel, he brought with him a gourmet sensibility that helped redefine what a burger could be. His influence saw the creation of over 200 limited-edition burgers and the development of iconic menu items that continue to draw loyal customers and curious first-timers alike. 

For franchisees, this continuous innovation translates directly into customer excitement, increased foot traffic, and a strong point of differentiation in the competitive fast-casual dining space. 

Lightweights Range: Big Flavour, Lean Strategy 

This year Chris developed the recently launched Lightweights range—smaller, lighter, yet flavour-packed burgers designed to meet evolving customer preferences for healthier, portion-controlled options. 

The lineup includes: 

• Bambina – Grass-fed beef, salad, and aioli on a wholemeal bun 

• Diablo – Double beef, double cheddar, full flavour in a compact format 

• Vege Pinto – Plant-based Motobites, salad, and vegan aioli 

• Chook Royale – Grilled chicken, pineapple, salad, and rosemary 

• Chick Chevelle – Grilled chicken and fresh salad 

• Hamburgini – A classic cheeseburger with NZ pickles and cheddar 

From a franchisee’s perspective, the Lightweights represent a powerful value proposition: 

• Broader customer appeal: Catering to smaller appetites, health-conscious diners, and budget-sensitive customers. 

• Increased upselling opportunities: Smaller burgers open the door for sides, drinks, or combo deals, boosting average transaction value. 

• Operational efficiency: These compact burgers are faster to assemble, reducing kitchen time and enhancing speed during busy periods. 

Innovation That Drives Business 

Every time Chris launches a new product line, like the Lightweights, it’s not just a culinary triumph—it’s a strategic business tool for franchisees. His forward-thinking approach ensures BurgerFuel stays ahead of trends, allowing owners to: 

• Stay relevant in a fast-changing market 

• Differentiate from mass-market competitors 

• Leverage national marketing campaigns built around exciting product launches 

• Engage loyal customers with ever-evolving menu offerings 

The Bottom Line 

Chris Mills isn’t just flipping burgers—he’s flipping expectations. His constant drive for innovation and his ability to transform bold ideas into commercially successful products help keep BurgerFuel franchises profitable, dynamic, and future-ready. 

For franchisees, that means more than just great food—it means a business backed by creativity, credibility, and a culture of continuous evolution.