From Passion to Franchise: How LOL Burger Bar Is Disrupting Atlanta's Fast-Casual Scene

Apr 23, 2025

In a recent episode of the Fast Casual Nation podcast, hosts Paul Barron and Cherryh Cansler welcomed Cassidy Jones, founder and CEO of Atlanta's emerging LOL Burger Bar concept. The innovative burger brand, whose name stands for "Live Out Loud," has quickly made waves in Atlanta with its creative menu and social media-friendly presentation. Jones revealed that despite having no culinary background, she launched the concept in 2023 after transitioning from nightlife operations, creating the menu in just two days based on her own taste preferences and desire to stand out from the Smashburger trend.

What sets LOL Burger Bar apart is its clever branding strategy and distinctive menu. Each burger features an acronym name that describes its ingredients—like the signature "LOL" burger with spicy mayo, grilled peppers, onions, and gouda cheese, or the "YOLO" burger topped with pulled pork. Perhaps most noteworthy are the "freak shakes"—over-the-top milkshakes served in 12oz souvenir mason jars decorated with extravagant toppings like ice cream sandwiches. Jones has strategically created a brand that appears established from the outset, with professional presentation and loyalty programs that make customers assume it's already a franchise.

With two brick-and-mortar locations already operating in Atlanta—a counter-service restaurant and a food stall in Politan Row food hall—and a food truck in development, Jones is executing an ambitious expansion strategy. The food truck, described as a "rolling billboard," will serve a streamlined version of the menu while creating brand awareness. Her next planned location will feature full service with a sports bar atmosphere, completing her vision of four distinct LOL concepts that potential franchisees could develop.

Social media plays a crucial role in LOL Burger Bar's marketing approach. The brand has generated significant user-generated content on platforms like TikTok, with customers eagerly sharing their experiences. Jones also revealed plans for collaborations with celebrities and influencers to expand their reach, leveraging connections through a business partner who provides valet services for Atlanta's celebrity events—a strategy that exemplifies her creative approach to brand building.

Franchising is the ultimate goal for Jones, who aims to begin the process by year-end with Franchise Marketing Systems. Her approach is methodical—establishing examples of each format (counter service, food stall, food truck, and full service) before franchising, then focusing first on Georgia before expanding to neighboring states. Jones emphasized the importance of building a support team that can adequately train and assist franchisees while maintaining the brand's distinctive quality and character.

When asked about challenges as a female CEO in the competitive fast-casual sector, Jones offered a refreshingly positive perspective. "Being a female actually helps... when you have a creative brand and people find out that it's owned by a woman, they're even more excited about it," she noted. Her advice to other entrepreneurs: "Find your passion, find your niche and just stick to it. You're going to have distractions... don't copy [other brands]. Just stay true to your initial creative concept and eventually people will see it." With its innovative approach and rapid growth trajectory, LOL Burger Bar represents a new wave of artisanal burger concepts revitalizing the better burger segment with personality-driven offerings that create memorable dining experiences.