their fries are hand-cut daily from local farm potatoes. What sets the brand apart is its customisable menu, allowing customers to build their burgers just how they like them.With endless combinations of fresh toppings and sauces, there’s something for everyone. This level of customisation is especially valuable in the midst of a cost-of-living crisis, as diners become more selective about how they spend their money, “When people can create their perfect burger, they always leave happy,” says Mehmet. “Especially now, when every pound matters, giving customers the power to eat exactly what they want makes all the difference. It’s about value and satisfaction.” And that’s exactly what URBAN delivers – great food, excellent service, and an experience built on the qualities that make successful brands thrive: consistency across its locations and brand recognition and trust, combined with thoughtful interior design and a polished, welcoming environment, whilst at the same time retaining the warmth and authenticity of a local favourite. “Yorkshire is known for its no-nonsense approach and genuine warmth,” Mehmet explains. “We’ve taken that spirit and built it into the heart of the brand. But while we’re proud of our Yorkshire roots, we know that good food resonates everywhere.” NEXT-LEVEL TECH Behind every great burger, there’s a world of meticulous planning and innovation that customers don’t see but which make the brand what it is. Technology is critical to giving customers that ‘big brand feel’. From integrated POS systems that speed up service to loyalty programs that keep them engaged, URBAN uses a smart tech stack that is seamlessly integrated to make things easy for staff and customers. It’s good news for investors, too. These systems and processes ensure that every franchisee, whether a first-time owner or a seasoned operator, can confidently deliver the same exceptional URBAN experience across all locations, making growth both seamless and scalable. “We recently celebrated the opening of our first franchisee-owned outlet, a milestone that underscores the scalability of our model,” Mehmet shares. “It’s been a smooth process, and that’s down to the systems we’ve got in place. The tech just works – it makes everything easy, so the franchisee can focus on running the restaurant and keeping people happy.” PEOPLE FIRST Investing in people is another cornerstone of the brand’s success. Every teammember undergoes thorough training to ensure they understand and embody URBAN’s values. “People, customer service, it’s the backbone of any business. By supporting our team, we support the brand,” says Mehmet. “Operations and marketing can be perfectly aligned, but if the customer experience isn’t there as soon as the customer walks through the door, it’s no use. Service delivers on the promise that marketing makes, service builds emotional connections and makes a visit memorable. At the end of the day, it’s the people who make a brand what it is. If your team’s happy and engaged, that energy comes through in the customer experience. It’s that that keeps people coming back.” URBAN’s commitment to innovation and service is clearly paying off, evidenced through massive meaningful growth on their loyalty program, which saw its active membership base – rewards members who had visited within 90 days - increase by 180% between July to December 2024. “It’s proof that more and more people aren’t just visiting us because they happen to be passing by, but choosing to stay connected with us, setting the stage for even greater success and growth,” says Mehmet. Whilst the QSR dining sector is experiencing rapid growth, and URBAN Fresh Burgers & Fries is perfectly positioned to capitalise on this momentum. With six successful locations and a loyal customer base, the brand has proven its business model is both scalable and in high demand. With a focus on fresh, high-quality ingredients and a customisable menu that resonates with modern diners, the brand is setting itself apart from competitors. Coupled with a welcoming atmosphere that keeps customers coming back, the URBAN appeal is undeniable. Looking ahead, the brand’s ambitious plans for national expansion offer an exciting growth opportunity. Investing in URBAN means joining a thriving brand with a solid foundation, a clear vision, and limitless potential for success. Join the journey and help to shape the future of UK dining. “The tech just works – it makes everything easy, so the franchisee can focus on running the restaurant and keeping people happy” F O R F U R T H E R I N F O R M A T I O N Malcolm Heslop QFP
[email protected] 07903 352638 FRANCH I SE OVERV I EW Established: 2017 Number of outlets: 6 Locations of units: Doncaster x 2, Sheffield (franchisee- owned), Rotherham, Barnsley, Leeds (delivery kitchen) 67 WHAT-FRANCHISE.COM URBAN FRESH BURGERS & FRIES