Food fanatics will tell you of the joy a tasty smash burger can bring. The Guardian called its rise in popularity “remarkable”, but is Jersey late to the “patty”? One business said it’s looking to lead the change.
Miguel Ribeiro and Fraser Blair are a pair of young, hungry entrepreneurs that are looking to shake up the takeaway and fast food space in Jersey with a new smash burger business.
Happy Bun will open its doors this week, offering customers what the team said is a selection of carefully curated smash burgers.
“We tried to be as creative as we could”
Being a “foodie” is normally a prerequisite for diving into a part of the food industry, and Miguel is no different.
He said that for several years, he and his friends would get together on a Friday night and one person would do the cooking.
“There would always be a theme, and we would do smash burgers a lot,” he shared. “We tried to be as creative as we could when cooking for each other.”
Miguel started making smash burgers for more of his friends and family, who all had great feedback, but to test the waters beyond those closest to him, he began serving them to “outsiders”.
“The best burgers”?
“We wanted real, honest opinions,” he said. “A lot of them said they were the best burgers they’d had.”
This reception kicked off research into the local smash burger scene. “There’s not really a business in Jersey where smash burgers are their specialty,” he added.
That was when Miguel and Fraser saw an opportunity and set in place plans to establish Happy Bun.
But this is not their first dabble in business. Miguel, aged 27, is also the owner of Snack Store, Fuel 2 Go – along with Fraser, aged 26 – and 24/7 Vend Store.
Miguel left a career in finance to become a business owner, launching Snack Store back in February 2023.
“I always had the idea of owning a business, but I didn’t know what in,” he shared. “Until you know and that seed is planted, you see what can blossom out.”
Fraser cites similar ambitions relating to the independence of being a business owner.
“You have control and can change the direction or path of the business,” he said. “I wanted to do something with friends that share a common goal and passion.
“It can be stressful in the food business, but it doesn’t feel like work.”
Reinaldo Melim, Happy Bun’s manager, also left finance to work with Miguel and Fraser after connecting with them at an event.
“I’ve always had the idea of selling something,” he shared. “Even when I was at school, I had a little clothing brand with my mate.”
“I met the guys and I knew I wanted to surround myself with likeminded people.”
“We want people to enjoy their lunchtime”
Miguel, Fraser and Reinaldo are clear about the experience they want Happy Bun to provide their customers, based on their impression of the takeaway market.
“People appreciate being able to take their food and sit down,” Fraser shared, “so it’ll have more of a bar atmosphere where you still have a relationship with the customer but it’s not too invasive.”
They hope this format will position Happy Bun as a popular lunch spot in town.
“The quick business model helps people that are in a rush,” Fraser added. “We want people to enjoy their lunchtime.”
And smash burgers that people enjoy will no doubt play a part in that.
“We did a soft launch through Fuel 2 Go,” Fraser said, “and based on the reception, we decided on the six burgers.”
Quality, the team said, has been an important element. “The freshness of our food makes it stand out,” said Miguel.
“We get all of our mince fresh from the local butchers each morning,” Fraser added. “Most of our contacts are local suppliers in Jersey. It’s super important.”
They said they are hands-on in the burger making process too, doing “a bit of everything” in their individual roles.
“Me and Reinaldo tend to man the kitchen, hand rolling and smashing the burgers,” Fraser explained. “I’ll be chef most of the night with Reinaldo on hand to help cook, prep, pack and help the drivers.”
Securing a location was a huge part of Happy Bun’s journey. From February, it will call the old Parade Kitchen site home.
Fraser said that he was a regular customer of Parade Kitchen, which recently closed its doors.
He explained that previous owner Neil allowed the Happy Bun team to use his kitchen area when they were selling smash burgers through the Fuel 2 Go business.
“We really want to see the business thrive”
“That was a massive help because it allowed us to not necessarily take on the risk of signing a big lease without trying it out first,” Fraser added.
The team spoke highly of Neil and shared their gratitude for the support he has given their business, handing the lease over to them so they could make Happy Bun a reality.
“He was happy to do so knowing that we’re local guys, we’re hungry and we really want to see the business thrive,” said Fraser.
“Neil helped us so we could launch successfully; all of this is possible because of him. He really is the man.”
With the menu options ready to go and a fresh lick of bright orange paint complete, the Happy Bun team said they are looking forward to officially opening their doors and welcoming customers.
Will it be a “smash”?
And as a launch date treat, the team have promised that the first 30 smash burgers sold will be free of charge.
“We want to try and make it fun,” Miguel added. “Every month or two, we’ll be coming out with a new special to keep it fresh and exciting.”
Miguel, Fraser and Reinaldo say they hope Happy Bun can establish themselves as a trusted smash burger supplier and “fill a gap” in Jersey’s food market.
“Ideally, we want Happy Bun to be first place people think of when they want a smash burger,” Miguel shared.
“We want to do things differently and provide something new to people in Jersey,” Fraser added.
Pictured top: Happy Bun owners Fraser Blair and Miguel Ribeiro.