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If all goes according to plan, with construction and permission, Johan Jureskog hopes to open his hamburger restaurant “Jureskogs” in Gamla Ullevi in November.
– I have received many inquiries from Gothenburgers. They like me, my concept and what I represent. So now it seems obvious to open in Gothenburg.
READ MORE: They open their biggest restaurant in Nordstan
Johan Jureskog has been running a restaurant for a long time and participated in various cooking shows on television. In 2018 he and his brother opened the hamburger restaurant “Jureskogs” and today the chain is located in two locations in Stockholm, in addition to Lund, Mjölby and Värnamo. He says he’s nervous about the Gothenburg establishment.
– There are many restaurateurs in Stockholm who have come down and have had a very, very bad time. That you don’t like Stockholmers. But I think if you can say something so little Swedish, I am much bigger than a Stockholmer.
“I’m trying to change the whole fast food mindset,” says Johan Jureskog of his investment in fast food. Photo: Henrik Montgomery / TT
How?
– I’m trying to change the whole fast food mentality. I’ve been on TV, I’ve shown my love for hamburgers, I’ve been helping McDonald’s for many years. So I think my opinion is somewhat different from the hatred of Stockholm.
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But the competition is tough. As well as the big chains, there are Vigårda, Butchers Market, The Barn, Burgersson in Gothenburg and last winter Bastard Burger opened two restaurants in Gothenburg, to name a few.
Johan Jureskog says they have a great challenge in showing customers who they really are and what segment they want to belong to.
– And we are not a restaurant. We are not Flippin Burger or Phil’s Burger (both established Stockholm burger restaurants, ed. Note). We will fight the giants, mainly Max, but also McDonalds and Burger King. We want to be the fourth major chain in Sweden.
However, “Jureskog” restaurants are in a higher price segment than previous chains, something that Johan Jureskog explains by using fresh meat, bread from his own bakery and mostly organic vegetables.
– Also, we do not have 200 restaurants so we can still put pressure on our suppliers.
READ MORE: Bastard Burgers opens double in Gothenburg
Why should one come to you?
– You want to know what you put in your stomach. We work with Swedish dairy cows, the most climate-friendly animal you can eat. We are very good at taking care of our dairy cows, so you should eat them, says Johan Jureskog who points out that they also offer meat-free alternatives.
He’s not afraid of the uncertainty surrounding the development of the corona pandemic, but he says his Stockholm restaurants are now doing better than they were at the corresponding time last year.
– You do not have to be afraid. The most important thing in the future is that you maintain your hygiene and maybe a little more distance, I don’t think we will be away from that for a long time.
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