Dumbo, the ultra-stripped-down smashburger joint that took Paris by storm, has officially opened its first international location — and it’s already causing massive queues in Shoreditch, London.
Tucked inside a graffitied Victorian terrace at 119 Bethnal Green Road, Dumbo London has become the place where burger lovers willingly wait two hours — and walk away smiling. It’s not hype. It’s precision.
So what’s making this brand so buzzworthy, and could it be one of the next great boutique burger franchise concepts? Let’s break it down.
🇫🇷 The Parisian Roots: A Burger Reset
Dumbo was founded in 2019 by Charles Ganem and Samuel Nataf in Paris’ trendy Marais district with one core mission:
“To get back to what a burger really is — no cutlery, no excess, just a perfect handheld meal.”
Inspired by the no-fuss Americana of old-school diners and European café culture, Dumbo launched with a minimalist four-item menu:
- The All-Time Cheeseburger (smashburger style)
- A plant-based burger
- Classic fries
- Crispy chicken nuggets
No sauces on the side. No combos. No distractions.
This hyper-focused approach allows the team to execute each item with absolute precision — from their Parisian brioche buns to their seared meat technique, all done fast, consistently, and visually compelling.
🏙️ London Expansion: Why Shoreditch?
For their first international site, Dumbo selected London’s Shoreditch — a neighborhood known for its food, fashion, and fast-paced street culture. Located just steps from Beigel Bake and Rochelle Canteen, Dumbo’s founders say the area felt obvious:
“It’s a city that values both quality and spontaneity,” says Ganem.
A poetic twist? The location is near where co-founder Nataf landed his very first hospitality job years ago.
The Shoreditch store features:
- No seating (just a sleek walk-up window)
- Local architectural design by Red Deer
- Aesthetic nods to East London “caf” culture
- A bespoke British dry-aged beef blend via HG Walter
- The same signature Parisian buns, shipped in weekly
It’s grab-and-go, but gourmet — executed in a setting that’s clean, minimal, and unmistakably cool.
🧠Franchise Analysis: Why Dumbo Could Be the Future
Dumbo isn’t franchising — yet. But its model screams next-gen franchise potential:
| Feature | Franchise Value |
|---|---|
| đź”’ Tight menu | Simplified operations, minimal waste |
| 🧑‍🍳 Strong founder brand | Cult personality and authenticity |
| đź“Ť Small footprint | Urban-friendly, low real estate cost |
| 🛠️ Prefab/interior design standardization | Easy to scale across cities |
| 📱 Social buzz | Organic marketing via queues, TikTok, and press |
Imagine what Shake Shack meets Parisian food culture would look like as a boutique franchise with tightly controlled rollouts. That’s Dumbo.
Ganem and Nataf have said they’re “already thinking about the next locations,” but are not rushing:
“Each one has to make sense culturally, operationally, and in terms of who’s running it.”
This shows the kind of intentional, premium positioning that many high-end investors and operators crave.
đź‘€ Final Thoughts from BurgerFranchiseMaster.com
Dumbo is exactly the kind of emerging global burger brand that catches the eye of thoughtful franchise operators, boutique F&B investors, and startup hospitality groups. With its precision-focused menu, clean design, and international media attention, it has the makings of a small giant.
If the founders decide to open up to franchise partners or licensing collaborations, Dumbo could become the next essential name in elevated fast-casual burgers.
For now, we’re watching closely — and dreaming of bringing Dumbo to New York, Berlin, Tokyo… or your city next.