In Conversation With Robbie Wilson

What is SuperNormal? Despite the name, it’s anything but ordinary. SuperNormal is a burger joint with a bold mission: to redefine excellence in every bite. From the flavor of the patties to the design of the packaging, every detail is crafted to elevate the burger experience beyond the expected.

Chef Robbie Wilson graciously welcomed us to the SuperNormal flagship in Sylvan Park, conveniently located just across the street from his newest restaurant venture, Lion Share, set to debut this fall. Though busy launching SuperNormal and juggling new projects, Chef Wilson took the time to personally make us some of the cheeseburgers he hopes will give people a much-needed break from the average burger experience. We talked about Japan (a lot), the powerful link between music and creativity, and plenty more in between.

Edmond Phillips

Chef Robbie Wilson

The name SuperNormal is intriguing — what’s the meaning behind it, and what
does it represent?

Many years ago, I went to a late-night ramen shop in Tokyo that was called "Happy Noodle Fun Time". The name genuinely resonated with me...it was rather concussive with its impact: screwy, fun, and somewhat disoriented as it was lost in its own translation. "SuperNormal" is derived from that vein and exposure.

I can definitely see the parallel you tethered there. How have your travels and personal experiences influenced the ethos and identity of SuperNormal?

I think it's very convenient as a Chef to be inspired by the talent around you, which isn't lazy per se, but rather comfortable. Travel takes you away from your comfort zone and humbles you both immediately and professionally.

Continuing on with finding inspiration away from home, your menu blends American burger culture with subtle Japanese sensibilities — can you walk us through how you developed it?

Honestly, it evolved from me recognizing this gulf of ordinary from the volume of neighborhood and franchise burger joints: e.g. the burgers are fantastic, but here's your greasy, brown paper bag, and let me send you on your way. Beyond that, figuratively, I like to play with my food. I simply cannot put my head down on my pillow at the end of the day without obsessing over these obvious shortcomings in the total package.

I'm sensing the importance of creating something evolutionary — something that redefines the standard set by the typical neighborhood burger joint. Consequently, There’s a distinctly futuristic, almost utopian feel to the SuperNormal space — from the bright green turf to the curved facade; it just feels perfect. What was the inspiration behind the design, and what kind of experience were you hoping to create?

First of all, thank you. I'm always inspired by achieving balance and calibration. At this point, everything I do in my life is in search of establishing that fulcrum between comfort and adventure.

That must ring true with the elements outside of the building facade, right? Even the smallest details — from the typography to the packaging — feel designed. What’s that design process like for you?

It commences with travel and a playlist, and it concludes with travel and a playlist.

The brand feels lighthearted and self-aware, yet very considered — how do you keep that balance of fun and depth?

It helps that my mind is a strobe light with boundless immaturity.

What is your favorite place to visit?

It's a tie between San Sebastian and, you guessed it, Tokyo.

What is your favorite movie?

This is sort of like asking me to pick my favorite child. It's impossible to choose one. But I love Godfather II, Dr. Strangelove, and There Will Be Blood.