B. Good Menu Shift Helps Drive Expansion

After opening on Newbury Street nearly a decade ago, B. Good had expanded to nine locations by the start of 2013. In the two years since, that number has doubled, with plans to add another 10 to 15 locations by the end of 2015, according to an article in the Boston Business Journal.

Co-owners Jon Olinto and Anthony Ackil credit a large part of their growth in the past year to a shift that took their traditional burger-and-fries menu and added healthier salads and smoothies. As Olinto told the Boston Business Journal, "Our menu is more diverse but it still fits under the idea of 'real food'...we didn't want to be pigeonholed as a burger place...It's crazy how quickly we kind of pivoted, and how quickly [consumers] responded."

Another motive for the shift might have been the flood of burger chains entering the Boston market, or planning expansion, in the last few years. As previously reported, that list now includes Boston Burger Company, Bareburger, Checkers, Griddler's Burgers + Dogs, Burger Joint, Plan B Burger Bar, PYT, Tasty Burger, Shake Shack, Smashburger, and Wahlburgers.