Overview:

Umami House, a Sydney-based burger chain known for bold flavors and premium ingredients, wanted to strengthen its burger offering while managing rising food costs and responding to growing customer interest in ingredient quality and sourcing. 

Working with Fable Food Co, the team introduced a shiitake-infused beef burger designed to enhance flavor and juiciness while reducing reliance on 100% beef. Rather than positioning the burger around health or sustainability, the launch focused entirely on taste and indulgence. 

The Result:

Burger sales increased 40% after switching to Fable’s shiitake-infused beef patty.