Is the "Sunday" roast chicken with gravy burger taking the burger concept too far? Simon Crowe is about to find out. The burger-preneur has opened 140 (and counting) Grill'd outlets, but last week he launched Williams Burger Days in flagrant competition with himself, in the Sydney CBD.
Williams is nothing like its older, distantly related sibling. It has more design nooks than a European car, while its menu, created by former Vue de Monde chef Josh Powell, is serious about burgers but also crosses into salads, corn fritters, a serious drinks list and even desserts.
"Of all the dishes to use his name in on the menu, Josh has chosen a salad, the JP garden salad," Crowe says.
Crowe says the venture gives his team a new creative outlet and lets them explore a different market.
"There are all these amazing suppliers out there we haven't been able to use because they can't meet our scale. Now we can," he says.
And the Williams name? It's a common name used in the families of Crowe and his point-guard on the project, Shane Pigdon.
A second Williams will open in Melbourne, but Crowe doesn't have Grill'd scale aspirations for the business.
"One day there might be 15. But you never know, there could be more," he says.
Open Mon-Wed 11am-10pm; Thu-Sat 11am-11pm; Sun 11am-9pm.
Level 5, Westfield Sydney, corner Pitt Street Mall and Market Street, Sydney.