This California-based burger restaurant eyes Columbus as it moves to Georgia
The California-based restaurant chain The Habit Burger Grill is looking to continue its expansion in the nation’s southeast region in Columbus with its first Georgia locations.
The Habit is in the early stages of entering the Columbus market, said John Phillips, chief global business partnerships officer. The process could take around 15 to 18 months before residents can expect to eat at one of the restaurants, he said.
The chain operates with corporate-owned locations as well as franchising, Phillips said. The Habit typically works with franchise owners who can operate multiple restaurants, he said, and Columbus is a community where the chain could place three to four locations.
While there aren’t any specific locations in mind yet, The Habit typically likes to be located in grocery-anchored shopping centers, Phillips said, or near big box stores like Target, Home Depot or Lowe’s.
“We’d like to be in and around where people are shopping and where traffic is,” he said. “We want to be where people are getting their community needs. We love being near schools, too. High schools and colleges both do well for us.”
The restaurant chain bills itself as somewhere in between being casual dining and a quick service restaurant, Phillips said.
Customers can choose from a variety of charburgers, sandwiches, salads, sides, shakes and malts. The restaurant also offers vegan options, he said, and all orders are cooked fresh to order.
When visiting The Habit customers will place their orders at the counter and receive a pager to let them know when their order is ready, Phillips said. While waiting they have time to get their beverages, and there is a self-serve pepper bar if they would like to “doctor up their food.”
The kitchen is open so customers can see everything that’s been done, he said. Since everything is cooked fresh, there are no holding bins, microwaves or heat lamps.
“Our claim to fame is our Santa Barbara charburger,” Phillips said. “Which is a grilled sourdough with mayonnaise, pickles, lettuce, tomato, grilled onions, American cheese, crushed avocado and two patties.”
Why a Habit in Columbus
The Habit currently has over 350 restaurants nationwide, Phillips said, and was purchased by Yum! Brands in 2020. Yum! is also the parent company of Taco Bell, Pizza Hut and Kentucky Fried Chicken.
Founded in Santa Barbara, The Habit has already moved into the Carolinas and Florida, Phillips said. Exploring markets in Georgia was the next step to continue expanding in states along the east coast, he said.
Muscogee County is appealing because The Habit has done well in mid-size towns, Phillips said. Columbus is Georgia’s second largest city with 206,922, according to the latest census. The presence of Columbus State University and Fort Benning also make the city a good location for the burger chain.
The Habit considers itself an active lifestyle brand, Phillips said, and the number of outdoor activities — such as whitewater rafting on the Chattahoochee River — was a factor when choosing which Georgia markets to expand in.
“The demographics look good for us as well,” Phillips said. “We’re a solid, middle class brand and very family-based.”
The median household income in Columbus is $52,734, according to the U.S. Census Bureau. The top industries Columbus residents work in include education, health care, finance and insurance, arts, entertainment and recreation.
The Habit prioritizes being integrated in the community, Phillips said, and catering towards families who are looking to dine out.
“We prepare food and create an environment that’s like casual dining but at a value price,” Phillips said.
