May 07, 2013 // Franchising.com // Boardwalk Fresh Burgers & Fries, the fresh better burger concept spawning from the French fry concept made famous by United States’ East Coast boardwalks, will expand across China with a master development agreement signed with ICON.
With over 325 units under development and a number of major master franchise markets sold out in the U.S., Boardwalk is expanding outside of its North American market, with its first international stores set to open in Saudi Arabia. The agreement with ICON marks the brand’s first foray into China, as Boardwalk is keen to bring its Premium Burgers and Fries concept to the Chinese consumers.
With food safety becoming a central concern of Chinese consumers, Boardwalk’s concept - which features freshly made burgers and hand cut fries - will strongly appeal to the country’s rising middle class.
Boardwalk’s Founder and CEO, Dave Diferdinando, said, “Boardwalk has a unique opportunity in China to be the market leader in the better burger space. ICON is the perfect development partner for this endeavor, due to their wealth of experience in the Chinese market as well as their focus on providing authenticity for China consumers, customer experience and quality operation.” ICON’s management team has successfully introduced and developed several international brands in China, and has the demonstrated track record with multi-unit North American concepts that Boardwalk was looking for in a franchise partner.
The development agreement calls for ICON, Boardwalk’s Master Franchisee, to open at least 100 units within the next ten years with an initial focus on Beijing, Tianjin and Hebei, and with the ultimate goal of reaching up to 300 outlets in partnership with sub-franchisees.
Commenting on the agreement with Boardwalk, ICON partner Marc Helman said: “We have worked in China for two decades and have seen the Chinese transform into savvy consumers that are searching for genuine authentic brands. Our goal is to introduce strong, authentic Western brands that give the Chinese the feeling of being transported to another land. Boardwalk is an original American concept – Premium Authentic American Burgers and Fries, which fits well with market trends here in China, and which will be a strong addition to our portfolio.”
As the sister company of Boardwalk Fries - the only national French fry brand in the United States - Boardwalk Fresh Burgers & Fries has 30 years of corporate brand recognition. Brothers Dave and Fran DiFerdinando created the fast casual concept Boardwalk Fresh Burgers & Fries in 2007. Inspired by the boardwalk in Ocean City, Maryland, the concept provides customers with a fresh, made to order burger and fries experience in a family-friendly, beach themed environment. In 2011 the brand expanded internationally, and ranked on the Entrepreneur Franchise 500 List. They currently have over 300 units in development worldwide.
For more information about Boardwalk please visit: http://fransmart.com/boardwalk-fresh-burgers-fries.html
SOURCE Boardwalk Fresh Burgers & Fries