Holiday Inn Emerges as Burger Player

March 31, 2016

Several elements are notable about the burger bar called Burger Theory that opened this month in Phoenix. One is that the restaurant is not just part of a new Holiday Inn complex; the concept is owned by Holiday Inn, a unit of InterContinental Hotels Group. And perhaps because it is sited within a Holiday Inn and needs to be attractive to as wide a clientele as possible, Burger Theory is the quintessential 21st-century burger bar with all the “hand-crafted and local” benefits we’ve seen become commonplace.

Since 2014 Holiday Inn has opened Burger Theory restaurants in several major markets, including…