Discover how Hillman Beer’s kitchen team built a pub burger program rooted in local ingredients, craft philosophy, and the same standards as their award-winning beer.
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How Hillman Beer Built Their Burger Program: A Behind-the-Scenes Look
- Hillman Beer treats food with the same seriousness as brewing, making their burger program a natural extension of their craft philosophy.
- Locally-sourced ingredients are central to both Hillman locations in Asheville and Old Fort, NC.
- The burger program was developed to complement their classic beer styles, not compete with them for attention.
- Pub-style comfort food at Hillman is designed to make every guest feel at home, not impressed.
Why a Craft Brewery Takes Its Burgers This Seriously
At Hillman Beer, the kitchen was never an afterthought. From the start, the founders built their food program with the same intention they brought to brewing: make something honest, make it well, and make it worth coming back for. That mindset is the foundation of every burger that comes out of their kitchen.
Most brewery taprooms treat food as a support act. Hillman’s approach is different. According to the brewery’s own positioning, food is treated as equally important as beer, not bolted on as an amenity. When brothers Brad and Greig Hillman and Greig’s wife Brandi were planning their Asheville location, they designed a full kitchen into the space from the beginning. That decision shaped everything that followed.
This matters because the burger is one of the most unforgiving dishes in pub cooking. There is nowhere to hide. The quality of the beef, the construction of the bun, the timing of the cook – all of it is visible on the plate. For a brewery that built its reputation on consistent, well-executed classics rather than gimmick-driven novelty, the burger became a test of the same values they apply to their ESB or their dunkelweisen.
According to the Brewers Association (2023), craft brewery taprooms that offer full food menus see meaningfully longer average guest visits and higher per-visit spend. For a family-owned operation competing in a market like Asheville, which carries the nickname “Beer City USA” and hosts more than 30 craft breweries, a kitchen that earns its place is a genuine differentiator.
Hillman Beer’s burger program grew from a deliberate choice to treat food as a core part of the guest experience, not a side offering. The same craft standards that earned their ESB three consecutive Great American Beer Festival medals apply to every plate that leaves their kitchen. That philosophy is what separates Hillman’s food program from typical taproom fare.
Local Sourcing and the Ingredient Philosophy Behind the Burger
The ingredients in a Hillman burger reflect a clear sourcing philosophy: work with what Western North Carolina does well. Both the Asheville location at 25 Sweeten Creek Road and the Old Fort location at 78 Catawba Avenue draw on locally-sourced ingredients, a commitment that runs through the entire menu and is not limited to a single seasonal special.
This kind of sourcing comes with real constraints. Local supply chains are smaller, less predictable, and sometimes more expensive than broadline distribution. Choosing that path anyway says something about priorities. For Hillman, the tradeoff is worth it because the quality difference lands on the plate in a way that guests notice without being told.
The burger build at Hillman reflects pub-style comfort cooking at its most considered. That means thinking about fat content in the grind, about how the patty interacts with the bun under the weight of toppings, about which cheeses and condiments amplify rather than mask the beef. These are not decorative choices. They are decisions made in the context of what the guest is drinking alongside the food.
Beer and food pairing at the burger level is more practical than it sounds. A malt-forward ESB or a smooth dunkelweisen behaves differently on the palate next to a rich, well-seasoned patty than it does next to something lean and lightly dressed. Hillman’s kitchen works with that reality rather than ignoring it.
According to the University of Minnesota Extension (2022), restaurants that source locally report stronger guest loyalty and higher perceived food quality scores compared to those relying exclusively on national distributors. That finding tracks with what Hillman has built across both locations.
“The best pub food doesn’t try to be restaurant food. It tries to be the most satisfying version of what it is – something that sits well with a good pint and makes you want to stay longer.”
Hillman Beer’s burger program is built on locally-sourced ingredients chosen to work with, not against, the flavors of their classic beer styles. The sourcing philosophy at both their Asheville and Old Fort locations reflects the same commitment to quality over convenience that defines their brewing operation.
How the Burger Program Fits the Hillman Guest Experience
A burger at Hillman Beer is not just a menu item. It is part of a larger experience that the brewery has been building since their first pour. The tagline “We’ve saved a seat for you” communicates something specific: that walking into Hillman should feel like arriving somewhere familiar, where the food and beer are consistent, the atmosphere is unpretentious, and no one is trying to impress you with complexity for its own sake.
That experience is designed to be the same whether you are at the Asheville location near Biltmore Village or at the Old Fort taproom in a smaller, mountain-town setting. Both kitchens serve pub-style comfort food. Both spaces welcome families and well-behaved leashed dogs. The burger program holds up across both rooms because it was built on principles, not on a single chef’s personality or a particular location’s square footage.
Consistency at this level requires systems. It requires a clear spec for the patty weight and cook temperature, a defined build order, and training that keeps execution tight across shifts and locations. None of that happens by accident in a family-owned operation without the staffing resources of a regional chain. It happens because the kitchen team takes it as seriously as the brew team takes recipe integrity.
According to Nation’s Restaurant News (2023), consistency is the single most cited factor in guest loyalty across independent restaurant and bar concepts, outranking novelty, price, and even location convenience. Hillman’s approach to their burger program is a direct expression of that truth.
Both Hillman locations are open to the public, and the food menu is available during regular taproom hours. If you are planning a visit, the burger pairs particularly well with the ESB – a combination that reflects exactly what the kitchen had in mind when the program was built.
The burger program at Hillman Beer is a deliberate part of a guest experience built around consistency, comfort, and the sense of belonging captured in their tagline “We’ve saved a seat for you.” Across both the Asheville and Old Fort locations, the same kitchen philosophy delivers pub-style food that earns its place alongside award-winning craft beer.
- Hillman’s burger program is built on the same craft standards that earned their ESB three Great American Beer Festival medals between 2017 and 2019.
- Locally-sourced ingredients across both Asheville and Old Fort locations are a non-negotiable part of the kitchen philosophy, not a marketing footnote.
- Food at Hillman is designed to complement their classic beer styles, creating a pairing-aware menu rooted in pub cooking tradition.
- Consistency across two locations, two kitchens, and multiple shifts is what makes the burger program a genuine expression of the Hillman brand.
Frequently Asked Questions
Does Hillman Beer have a full kitchen at both locations?
Yes. Both the Asheville location at 25 Sweeten Creek Road and the Old Fort location at 78 Catawba Avenue operate full kitchens. Hillman Beer designed food service into both spaces from the beginning, treating the kitchen as a core part of the taproom experience rather than an add-on. Pub-style comfort food, including burgers, is available at both locations during regular taproom hours.
Where does Hillman Beer source ingredients for their food menu?
Hillman Beer uses locally-sourced ingredients across their food program at both locations. This approach reflects the same philosophy they apply to brewing: prioritize quality and regional connection over convenience. Local sourcing shapes the menu and supports Western North Carolina food producers, which aligns with the brewery’s broader community values.
What beer pairs best with Hillman’s burgers?
Hillman’s ESB, their most decorated beer with three Great American Beer Festival medals, is a natural match for their pub burgers. The malt backbone and balanced bitterness of an ESB complement the richness of a well-built patty without overwhelming it. The kitchen developed the burger program with their core beer styles in mind, so the pairing is intentional rather than coincidental.
Are Hillman Beer’s locations family-friendly?
Both Hillman Beer locations welcome families and well-behaved, leashed dogs. The pub atmosphere is designed to be comfortable for a range of guests, from serious beer enthusiasts to casual visitors looking for a reliable meal and a relaxed space. The burger program, along with the broader comfort food menu, makes both locations practical choices for groups with different tastes.
What makes Hillman Beer’s food different from typical brewery taproom menus?
Hillman Beer treats food as equal in importance to beer, not as a secondary revenue stream. Full kitchens, locally-sourced ingredients, and a deliberate focus on pub-style cooking done well rather than novelty dishes set their food program apart. The burger is a clear example of that philosophy: straightforward, quality-driven, and built to sit well alongside great craft beer.
