​Amsterdam's Fat Phill's Sets Sights on UK Expansion

​Amsterdam's Fat Phill's Sets Sights on UK Expansion

Posted by Emma on 17th Jan 2024

The renowned Amsterdam-based smash burger brand Fat Phill's is gearing up for a significant venture into the UK market. This ambitious move comes after the brand sealed a franchise agreement with Freshly Baked to establish a strong presence across the United Kingdom.

Image Source & Copyright - https://fatphillsdiner.com/

Freshly Baked, renowned for its expertise in the F&B sector, plans to open three Fat Phill's outlets in Greater London. These locations will range from 1,000 to 1,800 square feet in high-traffic areas. The long-term vision is bold, targeting the launch of 100 Fat Phill's sites over the coming decade.

Founded in 2019 by Armin Vahabian, Fat Phill's has rapidly grown, boasting 17 locations across the Netherlands and earning the title of the country's fastest-growing burger brand.


The strategic alliance between Fat Phill's and Freshly Baked, which also serves as the master franchisee for the U.S.-based Auntie Anne's, was orchestrated by F&B business developer and franchise expert Seeds Consulting.

Armin Vahabian, the founder of Fat Phill's, expressed enthusiasm about the collaboration, stating, "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."

Adding to the optimism, Matteo Frigeri, Director of Seeds Consulting, remarked, "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."

Image Source & Copyright - https://www.auntieannes.co.uk/

Freshly Baked, which currently operates 38 Auntie Anne's locations in the UK, has renewed its Master Franchise Agreement with U.S-based Focus Brands for another ten years. This ambitious move signals Freshly Baked's plans to more than double its UK estate.

Your thoughts and insights are invaluable to us. Please comment below on Fat Phill's expansion into the UK market.