Junk Smash Burgers, the viral European smash-burger concept, is set to launch its first location in the UAE later this year, and has chosen AKA Communications as its official public relations (PR) and communications agency.
Since launching in the Middle East, AKA Communications has worked with clients such as Metafoodies Hospitality, Fundamental Hospitality Group, Tao Group Hospitality and The Saudi Food Show. The agency is fully operational across the GCC region.
Commenting on the latest partnership, Antony Rettie, co-founder of AKA Communications, said, “We’re excited to partner with Junk Smash Burgers for their UAE launch. Their bold, no-nonsense approach to comfort food aligns perfectly with our hospitality expertise, and we look forward to building a compelling launch narrative that will position Junk as the go-to burger stop in the city.”
Founded in France by entrepreneur Majed Mansour and self-taught chef Wissem Ben Ammar, Junk Smash Burgers has morphed into a cult favourite in Paris, London and beyond, by aiming to live up to its vision of blending strategic innovation with bold culinary creativity.
With the same viral appeal that has made it popular throughout Europe, Junk’s debut in Dubai’s growing food scene is set to take place at 25 Jump Street, next to the 25hours Hotel Dubai One Central.
With 14 branches in France and 2 in the UK, Junk Smash Burger will debut the concept’s 17th branch on a worldwide scale, especially with the Dubai branch being its first in the MENA region.
Junk has earned a following for what has been labelled a purist, minimalist approach to burger-making.
Beyond burgers, the Dubai outlet will also feature Puffy Cookies, a Paris-born dessert brand with a New York-style twist, offering a complementary product line that has proven popular in its international markets.
The Dubai launch is part of ICON Hospitality’s continued expansion in the region, following the successful rollout of international concepts, including EL&N London and Loris Restaurant.
As for AKA Communications, the hospitality and talent management side of the global roster at the agency includes experience working with brands such as Hakkasan, Sushi Samba, Milos, Novikov and L’Eto, as well as Michelin starred chefs Dani Garcia, Akira Back and Yannick Alleno.
Its luxury travel clients include launches and campaigns for Mandarin Oriental, Le Meridien, Fairmont, and Waldorf Astoria, alongside a handful of boutique sized independently owned hotels, members clubs and wellness concepts.
