What-Franchise-Issue-20.3

rom a 1,000-square-foot unit in a Doncaster suburb to a thriving multi-unit brand standing shoulder to shoulder with national giants and turning a profit, URBAN Fresh Burgers & Fries has been on an extraordinary journey. Serving up fresh, made-to-order burgers and fresh hand- cut fries, URBAN has become the go-to choice for customers seeking quality, convenience, and flavour. In just a few years, URBAN has grown from a local favourite into a powerhouse in the fresh burger market, proving that quality, consistency, and a clear vision can rival even the biggest players. This is a brand born in Yorkshire that’s poised to make waves across the UK.With six thriving locations and a proven concept, URBAN is ready to take the next big step in its growth. The brand has achieved steady, self-sustained growth entirely through reinvestment, without relying on external financing or bank loans to date. At its core, URBAN is about delivering great food and an exceptional experience, offering a real flavourful alternative to the processed and pre- packaged meals dominating the fast-food landscape of yesteryear. A passionately people-centric brand, as its founders would tell you, it’s not just about burgers; it’s about redefining what a quality quick-service restaurant (QSR) can be. THE VISION The URBAN story begins with Mehmet and Zerin Kent, who shared a vision of serving food that was fresh, full of flavour, and crafted with care. In 2017, the pair opened their first compact location inWheatley, Doncaster. It was a small unit, but it packed a big punch. From the start, customers embraced the concept of fresh, customisable burgers, and word spread quickly. “Like any new business owner would tell you, the first year was tough,” Mehmet recalls. “We worked every single day and relied heavily on family support to keep things running. But it was worth it. We knewwe had something special.” With minimal marketing, the brand grew in popularity from word-of-mouth recommendations alone. That first store proved the brand’s potential, showing there was strong demand for high-quality, made-to-order fresh burgers at an affordable price – something the pair noticed was lacking outside of the South East. 18 months later, URBAN expanded to its second location in Rotherham, marking the start of an ambitious growth journey. With each new opening, the pair fine-tuned their operations, ensuring that every URBAN restaurant offered the same exceptional quality and welcoming atmosphere. Today, the brand stands as a testament to their determination, resilience, and vision for the future, and is ready to grow nationally. CUSTOMISABLE ADVANTAGE The secret? A relentless commitment to flavour, quality, and customer service. There are no pre- prepared burgers at URBAN, and F “Giving customers the power to eat exactly what they want makes all the difference” Mehmet Kent, Urban URBAN Fresh Burgers & Fries Smash hits: the rise of URBAN Fresh Burgers & Fries Minimum required capital: £175,000 F O O D & D R I N K Serving fresh, flavour-packed burgers with a big brand feel, URBAN is Yorkshire’s answer to premium fast food 66 WHAT FRANCHISE Issue 20.3 Behind the Brand | PARTNER CONTENT