Jax Burger Shack: Flipping the script on Auckland's burger scene

A fresh start

After four successful years at Smoky's, a beloved burger and fish and chip spot in Manuwera, owner James Gram was ready for a new adventure.

Aimed at becoming New Zealand's premier burger destination, his new restaurant, Jax Burger Shack, invites Aucklanders to enjoy top-notch, authentic burgers in a revamped setting that captures the spirit of Smoky’s while offering something fresh and exciting for both regulars and newcomers alike.

The rebranding wasn't just a name change; it was a complete overhaul – something James suggests would never have been possible without SilverChef.

"We enhanced everything – offering a bigger and better menu with premium ingredients and service to match. Our goal was to set a new standard for burger joints in New Zealand," James explains,

“we needed the right fit-out and the right partner to help make our dream a reality. Thankfully we had SilverChef on our side.”

Thriving against the odds

Unfortunately for James, the early days of Jax Burger Shack coincided with the onset of COVID-19 – this meant more than just a little uncertainty. James invested everything into his dream, facing the pandemic head-on.

“We were heavily delayed by the lockdowns before we even sold a single burger. We ended up opening 6 months later than planned in 2020.”

James notes how important it was to have access to the right equipment and fit-out without the added stress of having to pay for it all up front.

"Starting up was daunting, especially without a partner and with additional pandemic-related challenges," James admits.

“SilverChef stepped in with timely, flexible financing that was crucial for managing cash flow and ensuring smooth operations – their support allowed us to start without compromising, and their flexibility meant we could adjust as our needs evolved."

Thankfully for the whole crew at Jax Burger Shack, the overwhelming support early on, which saw the new menu items selling out repeatedly, was a testament to the strong community ties formed at Smoky’s.

"Our loyal customers from Smoky's followed us to Jax Burger Shack, and their support, along with that of new patrons, was incredible," James recalls.

Keep the burgers coming!

With three successful years behind them and a solid social media following, Jax Burger Shack is now a beloved part of Auckland’s dining scene. And never forgetting where he came from, Jax Burger Shack got the chance to host a throwback event featuring some of the old Smoky's most popular burgers.

"It was fantastic to reconnect with our long-time patrons and introduce our roots to new customers," James shares.

This is a reminder that at its core, Jax Burger Shack is more than a burger joint; it's a community gathering place, where every dish is prepared with passion and every customer feels at home.

James explains how without the right people, menu, and financial support from the get-go, none of this would’ve been possible.

“SilverChef has been amazing from day one, if I hadn't come across them and all of their equipment financing options, there’s no doubt it would've been a lot harder to get things off the ground. If I had to front up all the money for the equipment that I needed, it would've set me back a good year at least,” James notes.

Plans for the future

Looking ahead, James is enthusiastic about expanding and bringing his famous burgers to more people than ever before.

"With SilverChef’s continued partnership, I’m excited about what the future holds. We're ready to grow and bring our unique burger experience to more people."

The right partner to make your dreams come true

Are you inspired to start or expand your own restaurant or café? With SilverChef, you’re not just dreaming – you’re doing. We’ve helped over 74,000 hospitality businesses worldwide to bring their visions to life with flexible, practical financial solutions. Let’s make your dream a reality.

Don't just dream, do. 

Watch Jax Burger Shack's story