INGRID SHEVLIN
Paul Russell’s artisanal gourmet burgers are all about passion and heart. But right now he’s putting those fine-tuned tastebuds to the test as a judge in the Battle of the Beans coffee competition. Here’s his burger story …
Paul Russell’s gourmet burgers found such favour with Midlands foodies that his pop up burger stall quickly became a familiar and welcome sight on streets and at events in this gloriously scenic part of KZN.
As it happened, Paul’s first pop-up street stall was parked on the corner of Old Howick Road, Hilton, right below Jackie Cameron’s School of Food and Wine. This was back in 2021. Fearing Jackie Cameron might see him as invading her turf, so to say, and even competition, he shared his plans in advance. Unsurprisingly, if you know Jackie, she responded by generously placing an order for burgers. He ended up selling 70 burgers on that day.
And so Paul’s Gourmet Burgers was born. Paul uses only responsibly sourced ingredients, all his sauces are homemade and his beef patties are 100% beef. And the combinations? Mouth-watering.
Try the Funky Monkey – offering the classic combo of a rich beefy patty, sweet monkey gland sauce, tangy pickles, and a smoke and honey mayo.
Or his Oriental Fusion. Inspired by the classic Thai Green chicken curry, it features chicken fillets on a bed of lime-infused cabbage, carrot and coriander, smothered in Paul’s original green Thai sauce with a jasmine rice patty adding the perfect crunch.
Or the Wild Woodsman, a juicy bushpig patty topped with a chilli sauce, fresh cucumber pickles, bacon jam and Parmesan crisps.
Within a year of launching, the number of orders and Facebook followers grew, with some of his posts reaching over 40 000 views. Fast forward to 2024 and now his clients follow him to wherever he announces the location of his next pop-up stall.
Paul attributes his success to his loyal following, although few of his fans probably know that his business started during Covid and was in response to the knock his graphic and web design business took during the pandemic.
This may sound like Paul woke up one morning during Covid and decided impulsively to make and sell burgers when, in fact, he was a foodie and had long enjoyed experimenting with recipes.
Paul’s “love affair” with burgers began when he was served one at a Durban North restaurant about 12 years ago. It not only blew his tastebuds but changed forever his perception that burgers didn’t belong in the gourmet food category.
He explains: “I left that restaurant inspired to discover how to create the most delicious burgers.”
He started experimenting and, over the years, only family and friends were allowed to taste, enjoy and crit his efforts. They suggested he open a restaurant, but that would need serious investment and, by now, Covid had hit, his business was failing and he needed to earn an income.
“I knew I had a product to sell, I just had no idea how to get it out to the public with hardly any capital. Then a friend gave me the idea of a pre-order pop-up burger stall and that became the solution to taking my burger to the street.”
So far, Paul’s Gourmet Burgers stall has taken up space at venues such as the Station Stop Coffee Shop and the Lions River Craft Brewery, at certain local markets around Pietermaritzburg and the KZN Midlands and also at live music events. He’s also done restaurant take-overs. “The owners of local restaurants have invited our team into the kitchen for an evening, and we serve our burgers. The restaurant makes money on desserts and drinks.”
And of course, they also do private functions, corporate events, birthday parties, pre-wedding meals, etc.
Paul says the support from the community is what keeps him inspired.
“Besides the pleasure of playing with flavours, my biggest joy is seeing people coming together and enjoying my food.”
Check out Paul’s Gourmet Burgers on Facebook, Instagram and on www.paulsgourmet.co.za.
