Amsterdam burger brand Fat Phill's eyes 100 UK restaurants

Amsterdam-based smash burger brand Fat Phill's has signed a franchise agreement to expand across the UK.

The restaurant group, which also offers American-style sandwiches and cheesesteak fries, is looking to open 100 sites across the country over the next 10 years.

It has signed an agreement with Freshly Baked Ltd, which is also master franchisee for US pretzel shop brand Auntie Anne's.

Fat Phill's was founded by Armin Vahabian in 2019 and has since expanded to 17 locations across the Netherlands, becoming the fastest-growing burger brand in the country.

Max Burton, managing director of Freshly Baked, said the initial plan was to open three restaurants between 1,000 sq ft and 1,800 sq ft in Greater London high streets.

"What attracted us to Fat Phill's is the quality of their smash burgers and associated offers, their modern shop fit design and attention to detail from the franchisor," Burton said.

The partnership has been co-ordinated by food and beverage business developer and franchise consultant Seeds Consulting.

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."

Freshly Baked operates 38 Auntie Anne's locations in the UK. Last November, it agreed to renew its master franchise agreement with US-Based franchise Focus Brands for a further 10 years to more than double its UK estate.