Flower Burger signs master franchise deal with UK multi-site operator: Milan-based vegan burger brand Flower Burger has signed a master franchise agreement with London-based multi-brand multi-unit F&B operator Gerry’s Group to develop the brand across the UK. The partnership has been brokered by F&B business developer and franchise consultant Seeds Consulting and it will involve 45 openings in key cities over the next ten years. Flower Burger already operates in Italy, France and the Netherlands an innovative vegan burger model where the patties are produced internally from fresh ingredients and without the use of additives, unlike most others available on the market. The buns are also baked centrally and coloured with natural ingredients, which has made them popular on Instagram and other social media platforms. Flower Burger’s founder and managing director Matteo Toto said: “People do not normally associate vegan food with fun and enjoyment. They are also tired of the equation vegan food = junk food. Flower Burger is about changing this perception, with a psychedelic brand and restaurant décor and a natural, great tasting product that we produce ourselves and that is unique to us.” Seeds Consulting director Matteo Frigeri said: “In line with changes in consumer habits, the vegan restaurant segment is heating up and any new brand coming on the market needs to add something new or face irrelevance. We are confident Flower Burger has that differentiation: its simple operation is a competitive advantage per se in the age of rising labour costs, but what did it for us is the fact the brand nails the fundamentals: it delivers a great dining experience at competitive price points.” Toto added: “We are excited about partnering with Gerry’s Group. Their track-record as a franchisee of Costa Coffee, Wok to Walk and IHOP speaks for itself: they are structured to roll out and have a deep understanding of our sector and the franchise relationship. With Seeds Consulting looking after our lease acquisition, we start our journey from a solid base.” Frigeri added: ”We are in the property market. We need at least 45 units over the ten years of the agreement, of which three are immediate. Anything between 600 and 1,000 sq ft on one level would be ideal. We want to be in London high streets and fairly centrally located to start with, surrounded by quality independent brands like us if possible.” Founded in 2015 in Milan by Matteo Toto, Flower Burger is an innovative vegan burger concept with 14 locations in Italy, Marseille and Rotterdam. All burgers are produced from raw ingredients and without the use of additives in its central production facility and they are cooked in store to order. Gerry’s Group is a multi-national company operating 33 Costa Coffee locations in the UK, as well as Wok To Walk franchises in the UK and IHOP restaurants in Pakistan.

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