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Fransmart, Five Guys exec to help emerging brands expand

June 10, 2019

Franchise development firm Fransmart is teaming up with veteran Five Guys Burgers & Fries executive Mauricio Romero to form King Street Advisors.

Romero will serve as a consultant to support franchise expansion efforts for the firm's roster of emerging franchisors, according to a press release.
 
Previously, Romero was a divisional vice president for the U.S. Western Region for Five Guys Burgers & Fries, where he oversaw 67 franchise groups with over 580 units and $790 million in annual sales. Over the course of 10 years, he helped grow the brand from 68 units into nearly 1,400 locations throughout the western U.S. and Canada, according to the release.
 
"Having Mauricio enhance our toolbox and coach our brands will be an incredible asset for all of Fransmart's emerging franchisors," said Dan Rowe, CEO of Fransmart and partner in King Street Advisors, in the release. "Five Guys Burgers & Fries is one of the most successful restaurant franchises of the last decade, and with Mauricio's expertise and invaluable experience, we are confident that we'll see similar results for our new restaurant concepts."
 
Fransmart's brands have opened over 3,000 restaurants in 45 states and more than 35 countries. The firm, through its affiliate Kitchen Fund, has invested in Sweetgreen, Cava, by Chloe and launched franchising for Five Guys, Qdoba and The Halal Guys, among others. Fransmart also manages development for a dozen emerging restaurant franchise brands and often receives requests from large restaurant companies, private equity groups and smaller emerging chains for consulting and advisory services, according to the release.
 
"Thanks to my experience at Five Guys, I know firsthand what it takes to launch a successful restaurant franchise from its early stages of growth into a national brand," Romero said in the release.