SCOTTSDALE, Ariz. – Burger Theory, a build-your-own burger restaurant concept, opened its doors to the public in Phoenix this weekend.

The Burger Theory concept was developed by Holiday Inn and the Intercontinental Hotel Group, offering business travelers and vacationing families a unique and comfortable dining experience along with the highest quality of ingredients. Caliber company was behind the renovation and development.

“We have been told that Caliber’s design on this restaurant will set the franchise development standard for Burger Theory concepts moving forward in the West,” said Chris Loeffler, CEO of Caliber. “We believed the area was in need of a great restaurant concept such as this. With the Burger Theory opening, it will assist our Holiday Inn & Suites to achieve and exceed its $1.7 Million food and beverage revenue budget. It is Caliber’s goal to always meet or exceed investor expectations.”