News

Boardwalk Fresh Burgers & Fries plans 100-plus units in China

May 7, 2013

Boardwalk Fresh Burgers & Fries will expand across China through a master development agreement signed with ICON. The agreement with ICON marks the brand's first foray into China.

The development agreement calls for ICON to open at least 100 units within the next 10 years with an initial focus on Beijing, Tianjin and Hubei, and with the ultimate goal of reaching up to 300 outlets in partnership with sub-franchisees.

"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 endeavour, 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," said Boardwalk's founder and CEO Dave Diferdinando.

ICON's management team has introduced and developed several international brands in China.

"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," said ICON partner Marc Hellman.

With more than 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.

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