Firmus Texas Smash Burgers
A fixed-location smash burger operation in central Austin's Highland/St. Johns corridor. Built for consistency, local quality, and shared success.
I-35 Frontage
10 AM–10 PM Daily
Local Ingredients
Executive Summary
The Opportunity
Firmus Texas Smash Burgers occupies a fixed private lot with direct I-35 visibility in Austin's Highland/St. Johns corridor. Operating seven days weekly across two shifts (10 AM–10 PM), we deliver juicy, crispy smash burgers using local Texas beef and produce. Our ultra-simple menu focuses on execution excellence over variety.
The Highland area serves young professionals, ACC students, and families—all seeking quick, quality meals during their commutes. With consistent branding, highway signage, and a clear local sourcing story, we build loyalty without truck rotation uncertainty.
Key Numbers
- Startup: $80K–$120K
- Year 1 Revenue: $350K–$450K
- Break-even: 6–12 months
- Net Profit Potential: $50K–$100K+
Shared Goal
Build a consistent, loyal burger brand through quality execution and aligned partnership.
Company Description
Business Structure & Ownership
We recommend forming an LLC for liability protection and operational flexibility. Utu serves as founder and operations lead, managing daily execution, staffing, and supplier relationships. Cary serves as the owner and investor, brings funding, strategic oversight, and collaborative decision-making to ensure alignment on budget, timeline, and growth.
Mission
Deliver juicy, crispy Texas smash burgers with local sourcing, fast service, and genuine inclusivity for every customer.
Vision
Become the go-to burger destination in north-central Austin, recognized for quality, consistency, and community connection.
Fixed Location Advantage
Highway visibility, zero truck rotation, controlled branding, and loyalty-building potential in a high-traffic corridor.
Market Analysis
Austin Food Truck Strength
Austin's food truck scene thrives on innovation and local flavor. Burger demand remains strong, particularly in underserved north-central corridors along I-35. The Highland/St. Johns area offers prime visibility with limited direct competition for smash-style burgers.
Target Demographics
Our customer base spans young professionals (25–44, ~42% of area population, median age 31–37), families and local residents, ACC Highland students and educators (15–24, ~17%), and flexitarians seeking plant-based options. Median household income ranges $65K–$90K.
Target Customer Profiles
Young Professionals
Ages 25–44, commuting along I-35, seeking quick lunch and dinner options. Value quality and convenience. Represent ~42% of area population with median age 31–37.
Families & Residents
Local Highland/St. Johns families seeking weekend meals and weeknight solutions. Diverse community (20–30% Hispanic/Latino). Community-oriented, value-conscious, median income $65K–$90K.
Students & Educators
ACC Highland campus population (ages 15–24, ~17% of area). Budget-conscious, seeking affordable lunch options between classes. Value speed and accessibility.
Flexitarians
Growing segment seeking occasional plant-based options without sacrificing flavor. Appreciate inclusive menus. Often overlap with young professionals and families.
Products & Menu
Ultra-Simple, Execution-Focused
Our menu prioritizes quality over variety. Each burger uses 80/20 Texas chuck (or chuck/brisket hybrid), fresh-ground loose balls, simple salt and pepper seasoning applied post-smash. Toppings include American cheese, grilled onions, crisp lettuce, fresh tomato, and our toasted bun. Our secret sauce—a Texas-twisted mayo base—ties everything together.
Local sourcing differentiates us: Texas beef from regional purveyors, produce from area suppliers, and buns from local bakeries. Plant-based and chicken options ensure inclusivity without menu bloat.
Competitive Edge
1
Local Texas Sourcing Story
Every ingredient tells a story: beef from Texas ranches, produce from regional suppliers, buns from Austin bakeries. Customers taste authenticity.
2
Flawless Smash Execution
Perfect crust, juicy interior, consistent timing. We master the technique that defines smash burgers—crispy edges and maximum flavor.
3
Signature Secret Sauce
Our Texas-twisted mayo-based sauce creates craveable differentiation. Simple menu, unforgettable taste profile.
4
Fixed I-35 Visibility
Prime highway frontage ensures consistent traffic and brand recognition. No rotation uncertainty—customers know where to find us.
5
Inclusive Options
Plant-based and chicken alternatives welcome all dietary preferences without compromising core burger quality.
6
Extended Daily Hours
11 AM–10 PM service captures lunch rush, afternoon snackers, dinner crowd, and late-evening hunger across two efficient shifts.
Operations Plan
Two daily shifts maintain quality and staff energy. Morning crew (10 AM–3 PM) handles prep and lunch volume. Evening crew (3 PM–10 PM) manages dinner service and closeout. Each shift requires 2–3 staff members for efficient operations.
Fixed Lot Setup
Our private lot configuration includes commercial-grade flat-top griddle, dedicated fryer station, mobile POS system with contactless payment, and optional simple seating (4–6 tables). Utilities require electrical hookup and water access for cleaning.
Priority Suppliers
- Meat: Local Texas ranch (s)
- Produce: Local Austin distributors
- Buns: Regional bakery partnerships
Compliance Path
Secure Austin Public Health mobile food unit permit, verify 200-foot setbacks from schools/hospitals, pass fire safety inspection. Note HB 2844 updates effective July 2026 may streamline permitting.
Marketing & Sales Strategy
Highway Signage
Large, visible signage reading "Smash Burgers – Exit Here!" captures I-35 commuter attention. Directional arrows guide traffic directly to our lot.
Social Media Presence
Active Instagram and TikTok showing smash techniques, daily specials, and customer reactions. User-generated content and hashtag campaigns build community.
Google Maps Pin
Optimized Google Business Profile with photos, hours, menu, and reviews. Essential for local search and mobile discovery.
Local Partnerships
Cross-promotion with ACC Highland campus, nearby breweries for burger nights, and neighborhood associations for events.
Loyalty Programs
Digital punch cards (10th burger free) and exclusive "Smash Club" perks for repeat customers. Email capture for special announcements.
Financial Projections
Startup Investment
Monthly Operating Costs
Labor (2–3 staff per shift): $8K–$12K. Food costs (30–35% of sales): $4K–$7K. Utilities and supplies: $1K–$2K. Insurance and misc: $1K–$2K. Total: $15K–$25K monthly.
Revenue Model
Targeting 60–100 daily transactions at $12–$14 average ticket generates $30K–$45K monthly revenue. Year 1 projection: $350K–$450K with 10–25% net margins yielding $50K–$100K+ profit after break-even.
Break-even expected within 6–12 months as traffic patterns stabilize and operational efficiency improves. Cash flow management critical in early months—contingency fund recommended.
Milestones & Timeline
1
Immediate (Now)
Identify and contact priority meat purveyors. Confirm lot permission and zoning compliance with city.
2
Months 1–2
Finalize funding agreement. Purchase or build food truck. Submit APH permit application and gather required documentation.
3
Months 3–4
Complete truck outfitting and lot setup. Establish supplier agreements. Hire and train initial staff members.
4
Months 5–6
Menu testing phase with friends/family. Soft launch with limited hours to refine operations and gather feedback.
5
Q3 2026
Full launch with complete hours (11 AM–10 PM). Activate marketing campaigns. Monitor HB 2844 permitting updates.
Risks & Mitigation Strategies
Primary Risk Factors
Competition
Other burger options in Austin. Mitigation: Focus on local sourcing story, consistent quality, and fixed-location loyalty advantages.
Permitting Delays
APH processing times unpredictable. Mitigation: Start application immediately, maintain regular follow-up, budget 2–3 months lead time.
Lot/Zoning Issues
Property restrictions or city regulations. Mitigation: Verify setbacks early, consult zoning attorney if needed.
Seasonality
Weather impacts outdoor dining. Mitigation: Emphasize to-go service, add covered seating, leverage delivery partnerships during harsh weather.
Financial Safeguards
Maintain 3-month operating expense reserve ($00K–$00K) for unexpected costs or slow initial traffic. Conservative revenue projections assume gradual ramp-up rather than immediate peak performance.
Operational Contingencies
Cross-train all staff for multiple stations. Establish backup supplier relationships for key ingredients. Document standard operating procedures for consistency during staff transitions.