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Canadian restaurant franchise New York Fries plots U.S. domination in mallsCanadian restaurant franchise New York Fries plots U.S. domination in malls

Dave Colebrook, a president with the chain’s parent company Recipe, discusses the growth potential in malls.

Sam Oches, Editor in Chief

August 22, 2024

Thought shopping malls were a thing of the past? Think again.

While the rise in e-commerce and the Covid pandemic certainly did a number on malls, some restaurant brands see plenty of potential in these retail centers, particularly as they become more lifestyle destinations that include higher-end restaurants, movie theaters, and eatertainment venues.

New York Fries is one franchise that sees that potential. The French-fry-forward chain, which also dishes hot dogs and poutine, is looking to expand across the U.S. primarily in the small footprints found in malls. Founded in New York in 1983, New York Fries has grown exclusively in Canada, where it’s become a $100 million brand. Earlier this year, after tapping out the potential in Canadian malls, it re-entered the U.S. market in the New York City metro area.

Dave Colebrook, president of LSR and Emerging Brands with New York Fries parent company Recipe, joined the latest episode of Take-Away with Sam Oches to talk about how this brand plans to reconquer its original homeland and why malls are its real estate sweet spot.

In this conversation, you’ll learn more about why:

  • Malls are not dead

  • Sampling is the perfect marketing for high foot traffic destinations

  • Speed of service is everything in busy destinations

  • A strong product plus good economics helps a brand transcend borders

Contact Sam Oches at [email protected].

About the Author

Sam Oches

Editor in Chief

Sam Oches is an award-winning Editorial Director with Informa Connect Foodservice and editor in chief of Nation's Restaurant News and Restaurant Hospitality. A graduate of the E.W. Scripps School of Journalism at Ohio University in Athens, Ohio, Sam previously served as Editorial Director of Food News Media, publisher of QSR and FSR magazines. He’s a past president of the International Foodservice Editorial Council (IFEC) and a past board member with the American Society of Business Publication Editors (ASBPE). His foodservice insights have been shared in national media outlets such as the New York Times, USA Today, National Public Radio, and CNBC. He lives in Columbus, Ohio, with his wife and three kids.

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