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Nathan’s Famous eyes rollout of 8-unit Frank & Fry concept

WESTBURY N.Y. Nathan’s Famous, the quick-service operator best known for its hot dogs and French fries, is eyeing a national rollout of its new Frank & Fry concept, a mini-version of the company’s full-size stores that is geared specifically for co-branding with existing retail businesses and foodservice providers in the on-site industry.

Randy Watts, Nathan’s vice president of operations, marketing and franchising, said the Frank & Fry concept is in test at eight locations in Pittsburgh and throughout the South as part of a co-branding agreement with Pittsburgh-based premium ice-cream seller Brewster’s Ice Cream.

Watts said the company is “still analyzing the numbers,” but aims to open approximately 150 units over the next two years.

The stores, which take up about 8 feet of front-counter space, will be franchised and Nathan’s will receive a fee, which Watts said would be less than the amount the company traditionally charges for full-size units.

The Frank & Fry concept features an abbreviated menu offering Nathan’s hot dogs and toppings, French fries, corn dogs, hot dog nuggets and the chain’s signature old-fashioned lemonade.

“While our core competency remains in our [full-size] restaurants, this is more for captive markets and co-branding with other food concepts,” he said. “We think there is a need for both programs. This allows existing operators to get into Nathan’s in a more cost-effective manner.”

Watts also said that Nathan’s is putting the finishing touches on its sales and marketing program supporting Frank & Fry and is preparing to approach contract foodservice companies, “the Sodexhos and Aramarks of the world as well as a lot of other companies both regional and national,” to gauge interest in the concept. He said the concept is a natural fit for business and industry accounts, “which typically sell hot dogs without really branding them.” He added that the company is interested in tapping the college and university market.

Nathan's Famous Inc. is operator or franchisor of nearly 300 outlets of its namesake, Kenny Rogers Roasters and Arthur Treacher's brands. Many outlets of those chains are co-branded with the Miami Subs Grill concept, which the company recently sold to an investment group.

The Westbury, N.Y.-based company, which trades in 11 countries, last year reported sales of approximately $41.3 million.

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