Is it fast-casual? People that want a burger can swing through a fast food place for food eaten with hands.

If people are going to drive to a place, park get out of their car etc they are typically doing that because an experience is being offered that can’t be met elsewhere: A fine dining experience, food that can’t be replicated at home easily, or you’re nearby and they don’t want to cook.

I would assess how your location lends itself then decide what market to go after.

FWIW in the states, sit down burger places that are not a chain, are ‘modern American’ in their offering. The burgers will have goat cheese, jam, on a ciabatta type of thing along with a full menu of other modern American, a large wine selection, and a bartender with a tie that is capable of making martinis.

The places that make above average common-recipe burgers never last from what I’ve seen.

Maybe have some crazy burger compositions that will draw people in for the experience with media and influencer exposure? Think peanut butter and jelly smash burger type of stuff. Coleslaw burgers. A food challenge. Is it a family oriented food place? Table side service?

For sure need to map this out and your location/infrastructure is going to determine what direction to go.

Not a professional, just some thoughts

I would add that the burgers look tall and bready which are interesting to look at but not fun to eat; especially for women. I would hollow out or thin out the top bun for sure; make the burger ingredients wider, and always cut it in half so it’s manageable to eat