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A press release just came to Y&H’s attention, although it really seems aimed at Five Guys‘ soft flabby underbelly: Boardwalk Fresh Burgers and Fries plans to compete with the famous local burger chain on its home turf.

BFB&F thinks it has the formula to squash Five Guys — sell ground beef and buns to the same Five Guys’ specs, then supplement these greasy offerings with healthier options like salads and chicken sammies. What’s more, the budding burger chain knows it has an ace up its sleeve with the Boardwalk name, which is tied to the more famous Boardwalk Fries brand. They’re sister companies.

Boardwalk Fresh Burger stores will come fast and furious: Kert Gennings, former COO for Jersey Mikes and Chesapeake Bagel Bakery, bought the franchise rights for D.C., Virginia, and North Carolina. Over the next five to seven years, he plans to open 50 of these joints.

The press release is after the jump.

INDUSTRY VET BUYS 3-STATE BURGER MASTER FRANCHISE

Boardwalk Fresh Burgers and Fries sells 50-Unit Deal in DC, VA and NC

Kert Gennings, former COO for Jersey Mikes and Chesapeake Bagel Bakery, with investor, Sharon Heaton, purchased the master franchise rights for Boardwalk Fresh Burgers and Fries for Washington, DC, Virginia and North Carolina and plan to open over 50 restaurants in the next 5-7 years.

Gennings and Heaton were specifically interested in the ‘Better Burger Segment’ and see a great opportunity to compete with Five Guys in their hometown market with better locations, a more varied menu, improved restaurant atmosphere and better unit economics than Five Guys. Five Guys has always served “Boardwalk Style Fries” and Boardwalk serves the same beef specifications and buns as Five Guys so the menus are fairly similar except that Boardwalk offers signature burgers, chicken sandwiches, salads and a few other items not found at Five Guys. Gennings has been interested in this segment for a few years and watched Boardwalk struggle with their first few locations before Boardwalk hired Fransmart, the same firm that helped launch Five Guys franchise program, to help with concept design, positioning, menu development and most of all real estate. The first new post-Fransmart Boardwalk Fresh Burger and Fries location opened a few months ago in Alexandria and is enjoying higher unit sales than the average Five Guys in the region.

“It’s a perfect time to be a tenant looking for locations here in the DC area. We are finding dozens of available A+ locations and the rents and landlord deals are much, much better nowadays. We are also getting opportunities to convert existing restaurant spaces which mean those restaurants can be built for a fraction of a typical new restaurant”, says Gennings.

“I’ve been in the region for 20+ years and have always enjoyed Boardwalk Fries at the beach and local stadiums and amusement parks. Having this brand, especially in this region, was a big factor for us deciding to invest with Boardwalk”, Heaton said.

“Kert and Sharon are perfect master franchisees. Kert would be an ideal president or COO and to have him as personally motivated as he will be in his region will make our entire chain stronger. It’s a win-win-win for everyone”, Dave DiFerdinando, co-founder of Boardwalk.

About Boardwalk Fresh Burgers & Fries

As the sister company of Boardwalk Fries – the only national French fry brand in the United States – Boardwalk Fresh Burgers & Fries has nearly 30 years of corporate brand recognition. Brothers, Dave and Fran DiFerdinando created the fast casual concept Boardwalk Fresh Burgers & Fries in 2007. Inspired by the boardwalk in Ocean City, Maryland, the concept provides customers with a fresh, made to order burger and fries experience in a family-friendly, beach-themed environment. For more information about

Boardwalk please visit www.boardwalkfreshburgersandfries.com.