New York Burger Co., the Manhattan-based Natural Burger QSR set to Franchise Fall/Winter 2006

Working with renowned franchise consultant Michael Seid of MSA and co-author of Franchising for Dummies, co-owners Madeline Poley and Spiros Zisimatos are confident that the market is ready to embrace their unique and popular NYC concept.

The restaurant's trailblazing menu features natural and wholesome ingredients that show a commitment to convenience, taste and health heralding a new generation in quick service dining. New York Burger Co. blends the convenience of a quick service restaurant with the high quality and innovative flavors that people are looking for without losing focus on the public's move to better quality and natural dining.

"The fastest growing segment in the food industry is natural and organic," explains Poley. "As one of a handful of quick service operators who are committed to this market, we are filling a specific yet rapidly growing niche. It's not enough to be natural or organic -- the public needs each item on the menu to arouse their taste buds and make each visit an exciting experience which they crave. We have done that in a package that bridges fast food and fast casual."

"This is one of the most exciting restaurant concepts to be coming to the franchise market in many years," says Seid. "New York Burger Co.'s food and showcase is amazing, the customer acceptance self-evident and when coupled with a management team that is both experienced and well funded you have all of the ingredients that multi-unit franchisees will be looking for. New York City is unforgiving on restaurateurs that don't do their homework. Working with this team has been energizing." Seid expects that the demand for this franchise will be high and that over 200 locations will be open and operating within the first few years after the franchise launch.

Poley and Zisimatos have taken a unique approach to quick service dining and their efforts have won a loyal following and received accolades: Just one year after opening their flagship store on Park Avenue South, the restaurant won the consumers' vote for "Best Burger" in AOL cityguide's CITY BEST, 2005. And in this year's 2006 vote, it took the nation's best steak house, Peter Luger, to bump New York Burger Co. to second place position.

The foundation of great food is outstanding ingredients and for burgers this means quality beef. Cognizant of this fact, New York Burger Co. uses Coleman natural beef. The nation's leading producer of natural meats, Coleman does things the old fashioned way: No added hormones or antibiotics, strict vegetarian diets and plenty of roaming on the range. The restaurant also serves natural free-range chicken and turkey in all of its poultry offerings.

"We have designed the franchise program to be attractive to both single unit owners and especially for the experienced multi-unit restaurant franchisee," says Seid. "The fee structure, support strategy and market differential in a cluttered upscale fast casual arena will be attractive to the experienced restaurateur. Madeleine and Spiros have created a platform which plays into the current trend of health conscious food advocates without forgetting that you eat out to be thrilled by what you can't get at home. This is truly one of those franchise concepts with the legs to make investors panic if they don't get on board early."

Specialty burgers include The Chicago Burger (applewood smoked bacon, cheddar and homemade 1000 Island dressing) and The Seattle Burger (portobello mushrooms, fire grilled onions and the homemade New York Burger sauce), among others. Poley plans to create signature specialty burgers for regional franchise operators that reflect local tastes. The Big Deal is the ultimate value combo: priced fairly, it includes any burger or sandwich on the menu accompanied by a choice of regular fries and large fountain soda or a small salad and bottled spring water.

In addition to its all-natural beef burgers New York Burger Co. offers alternatives to beef with turkey burgers and grilled chicken, a variety of homemade chilis, a homemade veggie burger and assorted salads. Proprietary condiments and salad dressings are homemade and preservative free, the Idaho fries are freshly-cut and prepared in zero-transfat soybean oil, and the smoothies are made with fat-free ice cream and real fruit.

Both counter service restaurants, designed by Chapman Architects feel modern with a mid-century aesthetic, featuring blues, reds, beiges, bronze and natural wood, with a blend of designs from notable twentieth century architects. The chairs are based on the Series Seven Chair, designed by Arne Jacobson in 1955; while the banquettes are upholstered in a pattern called China Shop, designed by George Nelson in 1950. Wall coverings are made by Wolf Gordon and feature designs by notable Miami-based architect Laurinda Spear of Arquitectonica and textile designer Carla Weisberg. New York based design firm, Studio D [Target, Ocean Spray, Lowes] developed all aspects of New York Burger Co.'s brand identity: from logo and packaging, to uniforms and mood.

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