Royal Stacks

From New York Inspiration to Melbourne Icon

Continuing to Redefine the Burger Experience

Every successful hospitality brand begins with a defining moment. For Royal Stacks founder Dani Zeini, that moment did not happen in a boardroom or while analysing market trends. It happened in New York City with a single burger.

Already immersed in hospitality through his family-style restaurant and trained extensively in European cuisine, Zeini believed the culinary world revolved around European traditions. Burgers were never even part of the menu he operated. That perspective changed instantly during his first visit to the United States.

One visit to Shake Shack completely altered his thinking.

“I went to America for the first time and to New York and had a Shake Shack burger, which was life-changing. It was the greatest thing I’ve ever tasted in my life,” Zeini recalls.

The experience became an obsession. Rather than simply enjoying the discovery, he returned to America determined to immerse himself in burger culture, sampling thirty burgers in thirty days while studying not only the food itself but the atmosphere surrounding it.

What captivated him just as much as the burgers was the hospitality.

“It was more my personality,” Zeini explains. “Relaxed, friendly, easygoing, inviting, warm.”

Returning home to Melbourne, he worked alongside his chefs to develop what would eventually become Royal Stacks, combining premium ingredients with genuine hospitality and an unmistakably American-inspired culture interpreted through an Australian lens.

Nearly a decade later, that original vision remains remarkably intact.

Staying True While Continuing to Grow

Many restaurant brands evolve by constantly reinventing themselves. Royal Stacks has taken a different approach.

The recipes that first established the brand have remained fundamentally unchanged for almost ten years.

“I think the burger’s gotten better over time,” says Zeini. “Our recipes still stay true to this day. Nothing has changed from ten years ago.”

Instead of reinventing the core product, Royal Stacks has focused on improving everything that surrounds it.

As the business expanded, leadership recognised that while the burgers consistently exceeded expectations, there was an opportunity to elevate every aspect of the customer journey.

“I guess putting the effort into amplifying the greatness of the burger and really making sure the guest experience is as good as the burger is—or if not better,” Zeini says.

That philosophy now shapes every decision across the business, from leadership development and operational systems through to franchise support and customer service.

Rather than simply opening more restaurants, Royal Stacks is investing heavily in creating an organisation capable of delivering consistently memorable experiences wherever customers visit.

Quality That Begins with the Basics

In an industry often driven by shortcuts, Royal Stacks has built its reputation on refusing to compromise.

Innovation, according to Zeini, is never about chasing gimmicks or creating increasingly elaborate menu items. It begins with mastering the fundamentals.

The bread remains one of the clearest examples.

“Our bread is baked fresh daily,” Zeini explains. “There’s no softeners, there’s no additives, there’s no preservatives.”

The wheat is sourced locally from northwestern Victoria before being milled and baked fresh each day.

For Zeini, these details matter because quality is never accidental.

He compares the philosophy to the traditional bakeries of Paris, where strict standards define what constitutes authentic craftsmanship.

That same attention extends throughout every ingredient, from the beef to the sauces and every component assembled inside each burger.

Rather than overwhelming customers with oversized creations or excessive toppings, Royal Stacks embraces restraint.

“I hate loaded burgers,” Zeini says candidly. “I try to keep it as simple as possible with just slight variations.”

That disciplined approach has allowed the business to establish consistency while creating a product that continues to resonate with customers nearly ten years after its launch.

Turning Burgers into Stories

Although the foundations remain consistent, Royal Stacks continually finds fresh ways to surprise customers.

Much of that creativity now comes through collaborations and limited-edition menu offerings inspired by culture, nostalgia and storytelling rather than novelty alone.

Every special release begins with a narrative.

“I look at the sandwich or the side as a character and develop a story around the character,” Zeini explains.

That storytelling has produced culturally inspired creations ranging from Greek-themed burgers to Balkan-inspired specials that incorporate familiar regional ingredients capable of triggering nostalgia for those who recognise them.

Rather than asking how many different ways a burger can be assembled, Royal Stacks asks a more compelling question.

How can food become part of an experience?

Laura Khalil, Royal Stacks Operations Manager, believes that philosophy keeps customers returning.

“It becomes more than the menu choice,” Khalil says. “It’s an experience.”

That commitment to experience has also attracted high-profile partnerships that reinforce Royal Stacks’ growing cultural influence.

Among the most memorable was an officially licensed collaboration with the Michael Jackson musical.

“It’s pretty wild to just see a co-branded Royal Stacks and Michael Jackson official partnership,” Zeini says. “I still can’t believe that I actually have an official MJ-approved, by the MJ estate, co-branded menu.”

The brand has additional collaborations planned that continue to reflect its identity around pop culture, nostalgia, and what the team describes as “street royalty.”

Investing in People Before Anything Else

Behind Royal Stacks’ continued expansion is an investment strategy that has little to do with bricks and mortar and everything to do with people.

Only two years ago, the company’s head office barely existed. Today, a growing leadership team is helping build the systems, support, and culture required for sustainable long-term growth.

“We’re wearing many hats, and we’re learning together,” Zeini says. “As the team grows, we’re going to win together, we’re going to lose together, we’ll take one step forward together, we’ll take four steps back.”

That shared sense of ownership has become one of Royal Stacks’ defining characteristics. Rather than operating through rigid corporate structures, the leadership team works alongside restaurant teams, returning regularly to the floor to test ideas, understand challenges and ensure every initiative genuinely improves operations.

“If we move left, we all move left,” Zeini says. “We’re all on the same page; we’ve all got the same goals.”

Perhaps most telling is the founder’s willingness to acknowledge his own learning journey.

“I would put myself as an elite category leader inside the four walls of a restaurant,” he says. “Outside, I give myself an E plus. I’m learning, and I’m really grateful to have a team that’s allowing me to learn, allowing me to grow, and giving me confidence to get better every day.”

That humility has helped create a culture where curiosity is encouraged, and mistakes are viewed as opportunities to develop stronger leaders.

The company continues to reinvest in training, professional development and expanding its support team, recently adding dedicated marketing and administration professionals while preparing to recruit additional finance expertise. Every investment is designed to strengthen the business from within rather than simply accelerate expansion.

Creating Genuine Community Connections

Royal Stacks’ newest innovation is not found on its menu but within local communities.

Recognising that restaurants thrive when they become part of the neighbourhood, the company has developed an ambitious local area marketing program unlike anything its leadership team has previously encountered.

Working directly with sporting clubs, community organisations and local leagues, Royal Stacks has created partnerships that extend well beyond sponsorship.

The business has developed co-branded Most Valuable Player awards, supports community activations, offers exclusive member discounts, and has even redesigned its point-of-sale system so participating clubs receive financial contributions every time members visit using their unique club code.

According to Zeini, the response has been overwhelming.

“We’re hearing from the organisations and clubs,” he says. “They’re saying, ‘No one has come to us with this program. No one is doing what you’re doing.'”

For Royal Stacks, the initiative represents something much larger than marketing.

It reflects a belief that successful hospitality businesses should contribute to the communities that support them, creating partnerships that generate lasting value for customers, clubs and local families alike.

Khalil believes the initiative is another example of the company’s commitment to building experiences that extend beyond restaurant walls.

The Next Chapter

As Royal Stacks enters its second decade, the focus is becoming increasingly clear.

The company is refining customer experience, strengthening leadership, investing in people, and deepening its relationships with local communities while continuing to develop creative collaborations that distinguish the brand from traditional quick-service restaurants.

Equally important is the confidence the leadership team now has in its direction.

“I’ve got more clarity on what I’m supposed to do,” Zeini reflects. “Which then allows everyone else to learn what they’re supposed to do.”

Ultimately, Royal Stacks wants customers to leave with more than a memorable burger.

“I’d like you to leave believing with every fibre of your DNA that we’re really trying,” Zeini says.

That sentiment perhaps captures the business more effectively than any marketing slogan ever could.

From a life-changing burger in New York to sixteen restaurants across Melbourne, Royal Stacks has never simply been about serving food. It has been about creating genuine hospitality built on craftsmanship, authenticity, and human connection.

AT A GLANCE

Who: Royal Stacks

What: Premium burger restaurant brand focused on handcrafted quality, authentic hospitality and community engagement.

Where: Melbourne, Victoria, Australia.

Website: www.royalstacks.com.au

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