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Melbourne, Australia

Melbourne’s niche QSR opens diner-style store on Brunswick Street

Australian Franchise News – 07-03-12


Seven years ago, Lord of the Fries began life as a single mobile van travelling to food festivals. Today, the business is opening its sixth store on Brunswick Street, Fitzroy, cementing its niche as a unique, quality fast food offering. The solid growth of the franchise is also set to continue with at least three more new stores opening in 2012, in their heartland of Melbourne and interstate, championing the brand into its next cycle.

Lord of the Fries has developed a cult following of urbanites with a love for quality home-grown food and passion for music and the environment, which makes Fitzroy an obvious location choice for the business. Known for its eclectic and trendy vibe, the new store has come as no surprise to Fitzroy locals, who have been campaigning for a Lord of the Fries for some time. With a retro, American diner-style fit-out designed by influential architects ‘Russell and George’, (who have created store concepts for brands such as Crumpler and Thurley) the new store is perfectly placed amongst Melbourne’s major alternative retail, eating, and entertainment strip, whilst still carving a targeted point of difference.

Whilst the store will have all the features of the quick service kiosks that Lord of the Fries have become famous for, enabling customers to grab and go, it is also the first of Lord of the Fries’ chain to be licensed. The restaurant has developed a new specials menu in conjunction with local bloggers, signifying a nod to Fitzroy’s vibrant nightlife and grass-roots culture. It will have free Wi-Fi and seating for up to 30 people, creating a welcoming environment suitable for a delicious dine-inexperience.

For potential franchisees, Lord of the Fries is a proven successful option that has created its own niche due to its strategic locations and innovative name and branding. The combination of quality products, an all-inclusive approach for investment and staying true to the brand since the beginning provides a stable model for potential franchisees.

“2012 is the year of growth for Lord of the Fries,” says Lord of the Fries co-founder Mark Koronczyk. “We are steadily branching out across Australia, increasing our footprint and taking our quality product offering into the areas where there is demand for our trademark quirkiness and locally-sourced produce with vegetarian, vegan, kosher, Halal and gluten free options. “