CASE STUDY
UMAMI HOUSE
A Sydney burger chain saw a 40% sales increase by switching to a Shiitake Infused Beef Burger
The Challenge
Umami House, a Sydney-based burger chain known for punchy flavors and premium ingredients, wanted to double down on what they do best: bold, unforgettable burgers that keep diners coming back. But with rising food costs and increasing customer curiosity around food provenance, they needed a way to future-proof their menu, without compromising taste or turning off their carnivorous fanbase.
The Solution
Fable partnered with Umami House to help reimagine their burger range using our Shiitake Infusion to create a burger that blended with umami-packed shiitake mushrooms and premium beef.
Rather than leaning on health or sustainability talking points, we took a different approach. Based on our customer research and expertise around effective menu naming, we made it all about flavor.
Their Signature Umami Beef Patty became the hero:
No mention of less meat. No health halos. Just taste.
And diners noticed.
THE RESULTS
+40% increase in burger sales after switching to Fable’s Shiitake Infused patty
High praise across Google and Yelp, with diners raving about the burger’s juicy, savory depth
In blind taste tests, consumers consistently preferred the blended patty to 100% beef
It wasn’t just a new ingredient, it was a new story. One that led with flavor, honored their brand identity, and stayed true to what their customers crave: a damn good burger.
