Josef Roberts, CEO, Burger Fuel on Culture. Burger Fuel CEO Josef Roberts believes culture is key to staff retention in his company. He elaborates on ways businesses can create the right culture to ensure employees remain engaged and motivated. “I’m a strong believer in creating a culture that people will actually contribute to and feel relaxed enough, confident enough and interested enough to keep coming to work,” Josef says. “We have a high retention of staff and people in the business and I think it’s because we’ve created a culture that’s fun and enjoyable.”