After operating as a delivery-only kitchen in the town for the past three years, SoBe Smash Burgers is opening a new restaurant on Wood Street, bringing its range of smash burgers, loaded fries, chicken, milkshakes and desserts to customers in a dedicated premises.
For owner Sam Chopra, the move is about much more than opening another takeaway. He believes Old Town is crying out for a late-night food destination to complement its thriving bars and pubs.
“I’m planning to open a physical store in the best part of Swindon, where you’ve got all the nightclubs, pubs and everything,” he told Swindon 24 exclusively.
“There is definitely a hot food place missing there late at night, and I’m trying to fill that gap.”
The restaurant becomes the 19th physical SoBe location across the UK, building on a brand that already operates hundreds of delivery kitchens nationwide.
Sam believes the move reflects growing confidence in both the brand and Old Town’s food scene.
“There’s no dedicated smash burger place in Swindon,” he said.
“When you come and try it for the first time, I’m 100% sure you’re going to come back again and again.”
Customers can expect a menu centred around freshly cooked smash burgers with a choice of signature sauces, alongside loaded fries, chicken tenders and desserts. Unlike a delivery-only kitchen, the restaurant will also serve freshly made milkshakes and ice cream, as well as selling SoBe merchandise.
Before taking on the franchise, Sam spent more than three years running takeaway food business in Upper Stratton before deciding to sell the business and focus on SoBe Burger.
Despite that confidence, he acknowledges the hospitality sector is facing significant challenges.
Rising operating costs and changes to business rates have increased the cost of opening a new restaurant, with Sam revealing he now faces thousands of pounds in annual business rates that weren’t previously payable at the premises.
Even so, he remains convinced that investing in a physical restaurant is the right decision.
“If you know your trade, then you know your trade,” he said.
“I’ve got full faith in my hard work, in the brand and in my team.”
Unlike some franchise operators, Sam says customers can expect to see him behind the counter.
“This is my baby,” he said.
“I want to own the business and run the business myself. If you’re there every day, you can see what’s happening, where you can improve and where you can make the business even better.”
The opening also adds another name to Old Town’s expanding independent food and drink scene, which has seen a string of new restaurants and hospitality businesses choose the area in recent months.
For Sam, that growing mix of businesses can only be a positive.
“All local businesses need to be supported,” he said.
“Whether it’s a bar, a newsagent or a restaurant, if we support each other then businesses can survive.”
With the fit-out nearing completion, burger lovers will only have to wait a few more weeks before opening at the end of July.
