Not too long ago, your fast food burger options were limited to two choices: McDonalds and Burger King. But the rise of micro brands has taken hold in the burger business – and it”s due in part to their focused value propositions. Each of the following companies has taken a hard look at the market and where they fit in. Their value proposition helps set them apart, establishing their niche in a crowded space.

According to Craig Johnson, co-founder of Matchstic, a brand identity company, “the micro-brand delivers a personalized message through a unique proposition,” unlike traditional mass marketing which comes across as “unfocused, unappealing, and full of empty promises.”

The recent explosion of niche burger chains is a great example of how unique value propositions are playing out in this segment and illustrates the power of owning a niche. Behold the newest kids on the burger block:

Smashburger – A self-proclaimed “fast-casual” dining option, Smashburger prides itself on serving meals on plates not in bags. The unique offering here begins with a 100% certified Angus beef meatball that is “smashed to order” using a special smashing tool that has yet to be named. According to the company, this method caramelizes the meat and sears the outside. Founded in 2007, the franchise began major expansion in 2009. There are currently 186 restaurants across 28 markets in the United States, Canada, Kuwait and Costa Rica.

Elevation Burger – The tag line is “ingredients mater” and that plays out in this chain’s unique offering of 100% USDA certified organic, 100% grass-fed, 100% free-range beef that is 100% ground on premise. The company’s philosophy – also unique – aspires to change industrial agriculture to pursue a more sustainable and healthier future. The first store opened in 2005, and the company began franchising in 2008. Currently there are approximately 30 locations in 10 states.

And they have some up-and-coming competitors:

Burger 21 – Combining a vast selection of innovative gourmet recipes and a contemporary-style diner atmosphere with fast, high-touch service Burger 21 claims to have defined its own category – the “beyond the better burger” segment. The unique offering here is a total of 21 burger options, 11 “hand-crafted” Angus beef burgers made from fresh ground chuck and 10 beef-alternative, one-of-a-kind burgers made with sushi-grade Ahi Tuna, shrimp, turkey, chicken, vegetables and black beans. Established in 2009, there are about a dozen locations from Florida to New Jersey.

Two other more established chains are worth mentioning here not only for their success, but for their clearly articulated value online casino propositions.

Five Guys – Burgers from Five Guys are made from fresh ground beef that has never been frozen and can be adorned by unlimited free toppings. According to the company website, there are more than 250,000 ways to make a burger. All burgers made well-done to create a consistent product and ensure health code standards are met. Fresh-cut fries are cooked in pure peanut oil. The guiding philosophy is to focus on a few items and serve them to the best of their ability. Established in 1986, the company began franchising in 2002, and now boasts more than 1,000 locations in 47 states and six provinces.

Up and Coming Competitors:

Cheeburger Cheeburger – This 50s-style burger joint offers burgers in an environment of “family wholesomeness and nostalgic charm.” with free toppings. Burgers are made from all natural Angus beef that has never been frozen; all food is made to order so it’s not “fast.” Toppings are free and fries and onion rings are made from scratch. The unique offering is the “invent your own” option in just about every food category: burgers, salads, wraps, fries and shakes. Established in the early 90s, Cheeburger Cheeburger has grown modestly with approximately 70 locations in the United States.

Each endeavor has clearly identified a unique quality in its value proposition – to both consumers and franchisees. And owning that uniqueness translates into supreme confidence to deliver on that value proposition.

Earlier this year, BurgerBusiness.com shared data from NPD Group showing that even as the total number of U.S. restaurants declined by 1.1% in 2011, the number of burger restaurants grew. That growth is likely fueled by the strong value proposition these “upstarts” offer.

They may be little, but they are giving the reigning burger royalty a run for their money and they are doing that by being “all in” on their idea.

photo credit: Marshall Astor – Food Fetishist via photopin cc