Amsterdam-based smash burger concept Fat Phill’s has signed a franchise agreement with Freshly Baked, Auntie Anne’s UK master franchisee, to develop the brand across the UK.
The new agreement, coordinated by Seeds Consulting, will see the brand open 100 locations in the UK over the next 10 years.
Founded by Armin Vahabian in 2019, Fat Phill’s has expanded to 17 sites across the Netherlands, becoming the country’s fastest growing burger brand.
The concept specialises in made-to-order smash burgers, American-style sandwiches, and cheese steak fries.
Freshly Baked operates 38 Auntie Anne’s locations in the UK. In November 2023, 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.
Fat Phill’s founder and managing director Armin Vahabian commented: “We are excited about partnering with Freshly Baked. Their track record as a master franchisee for Auntie Anne’s speaks for itself: they are structured to roll out and have 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 focussing on opening 3 stores between 1,000 sq. ft. and 1,800 sq. ft, more 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 their smash burgers and associated offers, their modern shop fit design and attention to detail from the Franchisor.”
Seeds Consulting director Matteo Frigeri added: “Fat Phill’s is not just a great restaurant concept; it works equally well as a franchise. It has delivered a competitive ROI and growth for all its current franchise partners, most of which are opening already their second or third location.”
