The Big Belly Burgers is a premium fast food niche player that relies on not competing, but rather by creating a new market space through the simultaneous pursuit of differentiation and fair cost. By making bigger burgers, bigger fries, and bigger drinks, Big Bellys Burgers quickly grew from one location to two, then three. Big Bellys Burgers has been getting enquiries to franchise their restaurant. Their keen, but not sure how to go about it.