Strategic partnership powers national expansion: URBAN Fresh Burgers & Fries and Exultant Group set to launch in London

The strategic partnership, agreed with experienced operator Mizan Syed of Exultant Group, will see the brand open across Greater London. A landmark partnership for the South Yorkshire-born fresh burger QSR, revered for its cult-like following and commitment to high-quality ingredients, customisable menu and modern, inviting restaurants. With ambition to grow the brand significantly over the next 5 years, Syed’s first location is expected to open later this year in London.

“We’re growing with purpose, and with people who share our ambition to build something that lasts,” said Mehmet Kent, Managing Director and co-founder of URBAN. “We’re big believers that long-term success comes from the right partnerships. Sustainable growth only happens with people who share your values, and Mizan gets it. He brings serious experience, but also shared ambition, a focus on quality and clear understanding of what we’re working to build.”

With over 20 years’ experience in franchising, Syed owns a growing portfolio of some of the UK’s best-known food and drink brands, including Pret A Manger and Pizza Hut. Syed has also worked with other major brands including Anytime Fitness, earning recognition across the franchise industry for his operational expertise.

Mizan Syed, owner and founder of Exultant Group said: "The UK burger market is growing rapidly, and after exploring several strategic options, including launching a major US franchise, expanding an existing multinational brand, and even creating my own concept, I chose to partner with URBAN Fresh Burgers and Fries.

What sets URBAN apart is its commitment to freshness: handcrafted burgers made to order and hand-cut fries prepared fresh daily. This focus on quality and authenticity is rare in the market, and aligns perfectly with my own values.

Mehmet has done a fantastic job building a brand that puts product quality and customer experience at its core. The concept has already proven successful in South Yorkshire, and I believe it’s ready to scale.

With over 20 years in franchising and more than 50 sites launched, 25 of them in just the past two and a half years, I’ve built the infrastructure and support systems to take brands national. Together with the URBAN team, we’ll identify where we can add the most value. Once our initial London sites are proven, there’ll be no stopping us."

Founded in 2017, URBAN has earned a loyal following for its high-quality, fresh menu – featuring customisable burgers made with 100% fresh British beef, chicken and vegetarian options and hand-cut fries, all cooked fresh to order. Every URBAN restaurant serves halal meat as standard, and franchisees have the option to operate a fully halal certified restaurant, making it a flexible and inclusive offer.

Now expanding beyond its Yorkshire roots, URBAN is looking to grow with more like-minded partners. The franchise model is designed for sustainable scale, combining strong commercial performance with a product that’s built around quality and simplicity – proven to succeed in competitive markets. To learn more about the opportunity, visit https://www.urbanfreshburger.com/franchise