Fat Phill’s - Smash Burgers & American-Style Sandwiches Franchise

The Smash Franchise

Fat Phill’s occupies a unique position in the burger market within which smash burgers are currently experiencing massive growth. The brand has built strong word-of-mouth and a solid social media following through their iconic smash burgers and distinctively delicious American-style sandwiches. This means that when you open your doors, you will already have their broad, diverse and loyal demographic of followers on your side.

Fat Phill's approach combines a welcoming, relaxing atmosphere and a mouthwatering menu with a trendy and visually spectacular aesthetic that lends itself to social media and ‘Instagrammable’ content. We’ve embraced a retro style that mixes early 90s hip-hop with a new-age industrial feel and unique street art.

Fat Phill’s is an exceptional opportunity for individual and multi-site area hospitality developers to bring something new and exciting to their region. The popularity of smash burgers continues to rise, with the market valued at £5 billion in the UK alone in 2022 and estimated to grow to 26% by 2027.

Fat Phill’s is interested in franchise expansion in all regions, especially in the UK, mainland Europe and GCC countries.

Fat Phill’s Achievements

1. Fat Phill’s is the fastest-growing smash burger franchise in Europe.
2. We were recently recognised as the fastest-growing brand among the top 500 food franchises in the Netherlands.
3. Their brand has built strong customer loyalty, with over 90,000 contacts in their database.
4. In only five years, the brand has opened 15 successful franchise sites, with 9 more due to open in 2024, including one in London.
5. The EBITDA margin is comfortably over 15% across all sites, routinely granting an excellent ROI for all franchisees.
6. Existing franchisees are already on their second or third site, with some looking into fourth locations.
7. We take pride in keeping food wastage to a minimum as all items are made to order, which benefits you, your customers and the environment.
8. All our food is halal and we offer both click and collect, and delivery. We have negotiated the aggregators’ commission on behalf of our franchisees and maintained a healthy balance between delivery and in-restaurant sales.

How The Franchise Got Here

During a trip to the United States, Armin Vahabian – founder of Fat Phill’s – visited several food venues where he experienced dishes that were not then available in other regions, prompting him to startup an authentic American burger restaurant in the Netherlands.

The iconic smash burgers are fantastic. Take the Big Belly Burger: A sweet bun oozing with melted cheese, loaded with crispy bacon and, of course, several stacked smash burgers. The best quality beef burgers are smashed down on the griddle and built up high with other fresh ingredients to create a genuinely indulgent product. In addition, this process isn’t just useful for stacking. The thinner burger patties cook more evenly, developing a crispy caramelisation beyond words.

Support and Training

• Assistance with site selection and approval, as well as access to design partners.
• Funding support is provided via high street banks, asset finance companies, and UK startup loans.
• Comprehensive franchise training, which includes ongoing excellence coaching, knowledge of operational systems, and opening support. Training on kiosks, cost-control and compliance technology.
• Access to marketing resources provides brand consistency, while the annual campaign calendar improves social media presence and advertises new product development.
• Kitchen operations training and access to Fat Phill’s recipes and techniques.

All franchise assistance is delivered by Freshly Baked, the UK Master Franchisee of global pretzel franchise Auntie Anne’s, which operates over 40 stores in the UK: an experienced group with a solid local structure to support you at every step.

Proof of Success

Franchisee Requirements

An ideal Fat Phill’s franchisee will have the following:

• Previous experience in franchising, ideally within the Food and Beverage industry, preferably at an operator level.
• An understanding of the Fat Phill’s brand and a commitment to excellent food quality, customer service and creating a chilled, relaxing atmosphere for customers to enjoy.
• Communication skills are vital, as it is key to relate to Fat Phill’s customers through local marketing campaigns, social media and in-store experience.
• Access to prime real estate is also necessary, as is the capability to negotiate favourable rental terms.

Above all else, a prospective franchisee must bring positivity and enthusiasm to actively engage with the continued growth of the Fat Phill’s brand.

Financial Information

• Franchise Fee: £20,000
• Minimum Investment: £150,000
• Minimum Liquid Capital: £100,000