05/20/2026
As we approach the end of May, it’s honestly hard to believe how much has happened in just a few weeks. What felt like it should have taken months happened almost overnight. From an experience standpoint, that’s a great thing, but that rapid growth also put us into survival mode early on.
Now we’re finally starting to see things level out a bit, and honestly, that’s a positive. It tells us the community has bought into what we’re doing here in Boaz, and for that we are extremely grateful.
At the same time, we understand we have to continue delivering on speed, customer service, and food quality every single day. We also understand there have been some hiccups along the way.
One of the biggest things we’ve worked on is seasoning consistency. At this point, seasoning levels on everything except the burgers have mostly normalized. We’re still training and dialing in consistency on the burgers specifically.
The reality of cooking fresh food is that people can make mistakes. We do believe in seasoning our food well, but there have definitely been times where burgers were over-seasoned. We believe those instances should become very limited, if not nonexistent, very soon.
That said, you can always request light seasoning or no seasoning on your burger, and we are more than happy to accommodate that.
The other major feedback we’ve heard is about burgers seeming greasy and buns getting soggy, especially on takeout and drive-thru orders.
First, our burgers are going to have some grease to them. That’s part of what creates the moisture and flavor while still getting a good Maillard crust. We use a higher-fat-content ground beef, and we also butter and toast our buns.
What we believe is happening is that the flash toaster we use in Boaz traps moisture and butter differently than the one we use in Gadsden. In many cases, that’s creating the appearance of greasy wrappers or soggy buns. The equipment works great. We just have to continue dialing everything in.
We are actively working through all of these details because we want every customer getting the quality product they expect from us.
Overall, we feel like the product is about 95% of where we want it to be. It’s a fresh-cooked, high-flavor, quality burger. We also understand it may not be for everyone, and that’s okay.
We mainly wanted to make this post so people know we are listening. We are paying attention. We are monitoring feedback closely.
That doesn’t mean we’ll abandon the core fundamentals of what we do, but it does mean we are not too stubborn to improve where improvement is needed.
Most importantly, thank you again for the support you’ve shown us. We’re excited about what’s ahead and grateful for the opportunity to be part of the Boaz community.
We believe this is just one small step in our journey, but hopefully a meaningful step forward for the city as well. We believed this concept could work in Boaz, and you all have helped prove that it can.
