Burger King Continues Expansion in Attica with New Nea Smyrni Location
Athens, April 26 – Burger King is poised to open its newest establishment in Nea Smyrni, marking its second independent store in the Athenian market. This move signifies the brand’s continued expansion in Greece, building on its existing presence in airport locations and its recent foray into urban centers.
Nea Smyrni Welcomes Second Independent Burger King
The new Burger King restaurant in Nea Smyrni is expected to commence operations in the coming period. The chain has already initiated recruitment efforts, posting advertisements for full-time and part-time positions. These roles will involve food preparation and customer service, as the company seeks to staff its new location.
This opening follows the successful launch of Burger King’s first independent Athenian store in Chalandri, at Plateia Eleftheroton 11, earlier in 2026. Prior to these urban locations, the American fast-food giant had primarily established its presence within the country’s airports, including Athens International Airport ‘Eleftherios Venizelos’, ‘Macedonia’ Airport in Thessaloniki, and airports in Rhodes, Chania, Corfu, and Zakynthos, among others.
PHC Group Spearheads Brand Expansion
The expansion of Burger King in Athens is being managed by the Cypriot PHC Group, led by Lysandros Ioannou. The PHC Group has a long-standing history in the restaurant sector and is strategically enhancing its footprint in the Greek market. This expansion comes amidst intensifying competition, with numerous well-known fast-food chains undertaking significant investment initiatives focused on network expansion and the introduction of new store concepts.
The PHC Franchised Restaurants Public Limited Group is recognized as the largest franchise restaurant and cafe group in Cyprus, with a substantial presence in Greece. It operates over 100 dining establishments across both countries, developing other prominent brands such as Wagamama, Caffè Nero, and Jamie Oliver Restaurants.
Notably, under the same group’s management, Pizza Hut made its return to the Greek market at the end of 2024, four years after its departure during the pandemic. Pizza Hut’s second chance in Greece began in Pagrati, with the first store established in the building that previously housed the well-known ‘Lentzos’ cafe, followed by subsequent openings.
Competitive Landscape and Market Dynamics
The move to open new independent stores underscores Burger King’s commitment to capturing a larger share of the Greek fast-food market. The company’s strategy, executed by the PHC Group, aims to capitalize on consumer demand for global fast-food brands outside of traditional travel hubs. The competitive environment in Greece’s fast-food sector is dynamic, with both international and local players vying for market dominance through continuous innovation and expansion.
The PHC Group’s broader portfolio of brands positions it as a significant entity in the Greek and Cypriot hospitality industries, allowing for synergistic growth and market penetration across various segments of the food and beverage sector.
Source: insider.gr
