The full-service marketing and PR agency will manage the QSR brand’s EU growth.
Nathan’s Famous has appointed McKenna Townsend alongside Netherlands-based The Foodservice Expert Group (TFEG) to manage and implement the European franchise development marketing strategy for the U.S. QSR franchise brand.
The franchise development strategy for Nathan’s Famous includes recruiting master and individual franchise partners, as well as non-traditional brand partners for locations such as petrol stations, service stations, and convenience stores.
Currently, Nathan’s Famous operates over 225 restaurants in the U.S., as well as 17 foreign countries worldwide.
“We are extremely excited to be working with Nathan’s Famous to bring the flavour of New York to Europe,” said Sarah Townsend, joint-managing director at McKenna Townsend. “We have extensive international QSR and franchise development experience and this appointment makes a great addition to our ever-evolving client mix. We’re looking forward to working with the team in what is set to be an exciting and busy year.”
Nathan’s Famous is also keen to partner with ghost kitchen partners throughout Europe to develop both its base Nathan’s Famous menu, as well as its virtual dining concept, Wings of New York.
“The appointment of McKenna Townsend and TFEG as our development partners across Europe allows us to tap into unrivalled franchise development expertise in the region, which will enable us to broaden our reach,” said James Walker, SVP, restaurants for Nathan’s Famous, Inc. “We are currently operating in 17 countries across the world and our development ambitions for Europe will be a vital part of our future growth. This is an exciting time for Nathan’s Famous, as we continue to grow the brand’s presence all across the globe.”