Exclusive – Dutch better burger brand Fat Phill's Nederland has secured its entry into the UK market by signing with the master franchisee here for US pretzel brand, Auntie Anne’s, with plans for 100 sites over the next ten years, Propel has learned.
In October, Propel revealed that Fat Phill’s, which has 17 locations in the Netherlands, was aiming for a UK debut in London in 2024. Marketing manager Nikita Hussainali said the business, founded by Armin Vahabian in 2019, saw an eventual runway for up to 200 Fat Phill’s restaurants in the UK.
It has now signed a development deal, coordinated by Seeds Consulting, with Freshly Baked, which has held the UK master franchise for Auntie Anne's UK & Ireland since 2008 and operates 38 locations here.
Vahabian said: “We are excited about partnering with Freshly Baked. Its track-record as a master franchisee for Auntie Anne’s speaks for itself: it is structured to roll out and has a deep understanding of our sector and the franchise relationship.”
Max Burton, managing director of Freshly Baked, added: “We are delighted to be partnering with Armin and his team in Holland. Initially we are focusing on opening three stores between 1,000 and 1,800 square feet, most likely to be in Greater London high streets with stores being centrally located within busy conurbations. What attracted us to Fat Phill’s is the quality of its smash burgers and associated offers, its modern shop fit design and attention to detail from the franchisor.”
Seeds Consulting director Matteo Frigeri said: “Fat Phill’s is not just a great restaurant concept; it works equally well as a franchise. It has delivered a competitive return on investment and growth for all its current franchise partners, most of which are opening already their second or third location.”
Fat Phill’s offers American-style gourmet burgers alongside a hip-hop culture and street art, as well as chicken, fries, smoothies and cocktails.
In November, Freshly Baked signed a contract extension with Auntie Anne’s parent company in the US, Georgia-based Focus Brands. Freshly Baked said at the time it sees the potential for 90 new stores in the UK and is aiming to hit the 50-site landmark here in 2024. The business returned to profit in the year to 31 October 2022, turning a pre-tax loss of £46,915 in 2021 into a profit of £151,361, as turnover rose from £1,180,150 to £1,574,825.
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