Brazilian burger chain comes to U.S. as a fast-casual

01/15/2013 |

Brazil-based Giraffas is a 350-unit quickservice burger chain that aims to win customers away from foreign rivals by appealing to national pride, but its strategy in the U.S. involves going fast-casual, said marketing director Carlos Vanegas. The chain, which operates three eateries in the Miami market, plans to end the year with between eight and 12 and expects to start franchising in 2014.

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