Flay, who also owns Mesa Grill restaurants here, in Las Vegas and the Bahamas, is planning five to 10 new Burger Palaces a year. Kretchmer did not give specific locations where the three leases have been signed so far, but said that there is one under development in New Jersey and another will go into a Long Island mall.

Architecture firm Rockwell Group is designing the stores, which are planned for spaces between 3,500 sf and 4,000 sf. Kretchmer said that Flay "will create its own market the same way Starbucks did with coffee," in the burger arena.

Flay's concept was not the only rollout revealed at the conference. Greensboro, NC-based grocer the Fresh Market, which operates 76 stores on the East Coast, is looking to open 15 to 20 supermarkets per year in densely-populated markets east of the Mississippi.