URBAN Fresh Burgers & Fries targets national growth as franchise expansion gathers pace

Yorkshire better burger business Urban Fresh Burgers & Fries is accelerating its franchise expansion as it looks to grow from its South Yorkshire heartland into new markets across the UK.

Founded in 2017 by husband-and-wife team Mehmet and Zerin Kent, Urban has established a growing restaurant estate while developing a franchise model designed to support both single and multi-unit operators.

The couple brought extensive hospitality experience to the business. Zerin previously worked at her father Metin Pekin’s Zest Bar and Grill restaurant in Doncaster, while Mehmet comes from a restaurant-owning family and previously operated a takeaway in Rotherham.

Urban currently operates restaurants in Doncaster, Barnsley and Rotherham, with its sites taking an average of £1m during their first full year of trading. The company also launched its first delivery kitchen in Leeds in September 2024.

Franchising has been part of the founders’ strategy from the outset, with the business ultimately seeing the potential for as many as 200 Urban sites across the UK.

“Franchising was a growth strategy that we always planned for, and we’ve got complete confidence in our systems and people to make it a success,” Zerin said.

“We know there is a big market for high-quality fresh burgers and fries in the UK and we foresee a potential of up to 200 sites across the UK, so that is the goal we are working towards.”

The company is initially focusing on expanding organically from Yorkshire, identifying cities including Sheffield, Leeds, Hull, Nottingham and Manchester as target markets, while remaining open to opportunities elsewhere in the UK.

Urban signed its first franchisee in September 2024, with husband-and-wife Mehmet and Meliha Candir opening their first site in Sheffield two months later.

Its national ambitions received a further boost in August 2025 when Urban announced a deal with Exultant Group ahead of its planned London debut. The group operates 18 Pret A Manger sites alongside a portfolio of around 30 Pizza Hut Delivery restaurants.

Urban co-founder Mehmet Kent said the partnership reflected the company’s focus on sustainable expansion with experienced operators.

“We’re big believers that long-term success comes from the right partnerships and that sustainable growth only happens with people who share your values,” he said.

Exultant Group’s Mizan Syed said Urban’s track record in South Yorkshire demonstrated the potential to take the concept into new markets.

“The UK burger market is growing rapidly, and after exploring several strategic options, I chose to partner with Urban Fresh Burgers & Fries,” he said. “Mehmet has done a fantastic job building a brand that puts product quality and customer experience at its core. The concept has already proven successful in South Yorkshire, and I believe it’s ready to scale.”

Urban is seeking experienced franchise partners interested in operating either single or multiple locations. It offers three principal formats: city-centre restaurants of approximately 1,500-2,500 sq ft; retail and drive-thru locations of 1,500-3,000 sq ft; and shopping centre restaurants of 1,500-3,000 sq ft, with smaller 500 sq ft kiosk options also available.

The minimum required investment is £175,000, while average start-up costs are approximately £290,000. The franchise fee is £16,000, alongside a 5% royalty fee and 1% local and national marketing fees.

Franchise agreements run for an initial ten-year term, with a £1,000 renewal fee. Urban states that the typical expected return-on-investment period is between two and three years.

Development agreements are also available for operators seeking larger territories. Under the model, franchisees commit to opening five restaurants within a region over four years.

Urban said its franchise support includes in-depth training and ongoing operational assistance, alongside a centralised supply chain and supplier accounts. The head office team also oversees national PR and marketing, including the brand’s website, app and social media, while providing support for local marketing activity.

“Becoming an Urban franchisee means taking a partnership approach,” Zerin said. “Your success is what drives us, and we’re in it together for the long haul. We’ll give you everything you need to succeed through in-depth training and ongoing support.”

The business has also invested in developing its internal talent pipeline. In 2024, it introduced a “learn to earn” scheme that rewards employees for completing training modules, an initiative the company says has helped reduce staff turnover.

With its franchise infrastructure in place and experienced multi-site operators joining the network, Urban is positioning its next phase of development around a mixture of franchised and company-led openings as it expands beyond its Yorkshire base.