JBurgers is a craft burger concept born in Brazil, created for people who live for bold flavour, blues culture and the spirit of the open road.
Our identity is rooted in rustic energy, late-night vibes and that Route 66 feeling freedom, character and no shortcuts.
Everything we serve is handmade in small batches, with a signature twist: whiskey-inspired recipes and selective use of activated charcoal, delivering a distinctive look and taste.
We believe true craftsmanship should also be responsible that’s why JBurgers follows an evolving eco-conscious mindset, with thoughtful sourcing and respect for ingredients and processes.
Today, JBurgers moves through pop-ups and catering, bringing the full brand experience to pubs, private events and curated collaborations.
2015
Driven by a passion for bold flavours and whiskey culture, Selma Araujo created a small, unconventional menu inspired by Old No. 7.
Just seven items, crafted to challenge the ordinary, served in a small bistro in Curitiba, Brazil.
What started as an experiment quickly revealed something bigger a concept with identity, attitude and a loyal following.
JBurgers was born from that moment.
2015/2016
What began as a small, unconventional menu quickly gained momentum.
The response was immediate bold flavours, desserts included, and a growing audience looking for something different.
In less than ten months, the concept demanded expansion.
JBurgers was no longer just an experiment it was becoming a movement.
2016
With the first food truck on the road, JBurgers gained momentum.
The menu expanded, the flavours grew bolder and the concept became mobile reaching new places and new audiences.
Every burger was refined with whiskey-inspired notes, reinforcing the brand’s identity and its connection to bold taste and street culture.
The road had officially begun.
2016/2017
Demand kept growing faster than expected.
To keep up, JBurgers expanded its fleet, taking three food trucks to the streets.
With the brand constantly on the move, the menu was refined and readapted not to simplify, but to stay bold, consistent and true to its identity.
The road was crowded. The fire was still on.
2017
JBurgers took over the food courts of major international shows in Curitiba, serving crowds of more than 20,000 people.
Operating at this scale demanded precision, speed and consistency and proved the strength of the concept beyond small formats.
At that point, expansion was no longer an option.
It was a necessity.
2017
JBurgers took a major step forward.
We opened our own pub in the charming Praça da Espanha, Curitiba
a space designed for bigger flavours, live bands, and a growing community.
With an expanded kitchen and an updated menu,
we were now fully equipped to support food trucks
and large-scale shows across the city.
2017 /2019
A period of deep evolution.
JBurgers crossed borders as its founder moved to the UK
for study, research, and professional refinement.
These years were dedicated to improving the brand,
refining the menu, and preparing the structure
for expansion and future growth.
2019
A year of construction and vision.
A new unit in Curitiba was prepared for reopening,
while JBurgers expanded its presence to the UK
with food trucks operating in Doncaster and London.
A phase marked by dedication, structure,
and the foundation of an international journey.
2020
A defining milestone for the brand.
JBurgers officially launched its food truck in the UK,
marking the transition from Jack Burgers
to the registered brand now known as JBurgers.
Shortly after, the global pandemic reshaped the industry,
bringing unprecedented challenges
and demanding resilience, adaptability, and reinvention.
2020-2021
Back in Brazil, JBurgers opened a fully customised pub,
designed to deliver experiences not just burgers.
A space where brand, atmosphere, and gastronomy came together,
during one of the most challenging periods for the global hospitality industry.
The pandemic and its aftermath reshaped the market,
reinforcing the brand’s resilience, adaptability,
and long-term vision.
2024
JBurgers begins a new chapter in the heart of London.
Established inside the iconic Spread Eagle Pub in Shoreditch,
the brand brings its signature pub menus to a space
where food, culture, and live experiences meet.
Corporate events, pop-ups, and curated gatherings
now shape this phase driven by passion, craftsmanship,
and a brand continuously created and recreated with purpose.
Rooted in bold flavours, blues culture, and freedom,
JBurgers moves forward with new projects
and exciting developments ahead.