A year ago, Oltean Csongor and Grüman Róbert, co-founders of StartUp HUB, set out to bring Simon’s Burger to Romania. After a year of hard work, planning, and preparation, the very first Simon’s Burger location in Romania finally opened its doors on September 12th in the heart of Cluj-Napoca, at 29 Bulevardul Eroilor.
Simon’s Burger started in 2022 in a 60 m² space on a side street in Budapest, and today it stands as one of the most dynamic success stories in the regional fast-food market. This opening marks a major milestone for both the brand and StartUp HUB. Speaking on the seamless partnership and the strategic importance of expanding into Romania, Tóth Máté, co-founder and CEO of Simon’s Burger, stated: “We grew 50-fold in three years without ever writing a business plan, but with strict operational discipline—because we know that with good marketing, you can only sell a bad burger once. New York proved that the product holds up anywhere. Romania is the first market we are entering with a partner who builds systems. For us, a good franchise partner isn’t one who opens fast, but one who measures, adjusts, and only then scales—and StartUp HUB has already proven this capability in HR tech.”
The Cluj opening brings more than just another burger joint to Romania: the 200 m² unit serves as the launchpad for a nationwide expansion strategy targeting 25 restaurants. The location was chosen deliberately. Oltean Csongor, CEO of Simon’s Burger CJ SRL, noted: “We chose Cluj because it has Transylvania’s youngest and most dynamic urban population… The flagship store is both a restaurant and a ‘laboratory’: prices, operations, consumer behavior—everything we measure here will dictate the pace for the next 24 locations.”
Under the market-entry strategy, the performance metrics of the Cluj flagship (built with a €500,000 investment) will guide the rollout of the 25-store national network over the next five years, focusing primarily on major shopping malls across top cities.
Korvin Tibor, Franchise Director at Simon’s Burger, underscored the importance of operational discipline and system consistency: “Cluj is our benchmark for Romania. Here, we analyze price sensitivity, cost structure, and consumer behavior in a highly competitive QSR market. If the data aligns with our projections, Romania can follow a rapid yet disciplined expansion model. Our franchise model is built on full operational standardization—recipes, processes, training, procurement—so that every new unit reaches profitability within the same timeframe. In Romania, we are working with a franchise partner who understands that system discipline makes all the difference.”
Grüman Róbert, co-founder and CEO of StartUp HUB, highlighted: “Entering the QSR market represents our group’s boldest diversification yet: a brand with proven consumer appeal, a franchise structure validated across three markets, and ideal timing. What convinced us was the combination of metrics and people: a brand that grew 50-fold in three years without price hikes, and two founders who lead operations from the front line, not from an office. StartUp HUB remains an HR-tech group, but we believe value-creating business models can be replicated beyond a single industry—and QSR is our first proof point.”
The secret behind Simon’s Burger lies in its fresh, made-to-order smash burgers, a streamlined menu, and a fair pricing philosophy that proves premium quality doesn’t have to be overpriced. Tóth Simon, founder of the brand, shared his vision: “Every new market has taught us something—Slovakia about the supply chain, Austria about operational standards, and New York about pace and volume—and everything we’ve learned is built into the Cluj location. I’m 26 years old and I grew up alongside this brand. In Cluj, I want a whole generation to grow up with it too—to make it the go-to burger after school, after the game, or after a first date.”
The September 12th Grand Opening stayed true to the brand’s signature style: the first 1,000 guests received a free cheeseburger, and one lucky winner walked away with a year’s supply of free meals (one combo meal per day) at Simon’s Burger.
One thing is certain: this is only the beginning. Soon, 24 more Simon’s Burger locations will open across the country. Until then, we look forward to welcoming everyone in Cluj!
