It’s already Famous – well it’s in the name – but it will be even more so after McKenna Townsend has worked its magic.

American fast food brand Nathan’s Famous has appointed the full-service marketing and PR agency to manage and implement its European franchise development marketing strategy.

Working alongside Netherland’s-based The Foodservice Expert Group (TFEG), McKenna Townsend will help expand the brand’s presence in Europe, in both franchise development and its consumer packed goods for retail and foodservice distribution channels.

Nathan’s Famous, which has a restaurant in Old Christchurch Road, Bournemouth, is regarded as an American tradition.

It serves New York favourites, from hot dogs, signature crinkle cut fries and burgers to its chicken, NY cheesesteaks, shakes and more.

Founded in 1916, Nathan’s Famous now has more than 225 restaurants globally.

The franchise development strategy includes recruiting master and individual franchise partners, as well as non-traditional brand partners for locations such as petrol stations, motorway service stations, universities and convenience stores.

The brand is also keen to partner with ‘ghost kitchens’ throughout Europe, to carry both the Nathan’s Famous menu and its virtual dining concept, Wings of New York.

The latter includes hand-dipped chicken tenders, hot honey half chicken and chicken wings, as well as Arthur Treacher’s, a brand that has been a part of Nathan’s portfolio for years, offering fried seafood, chicken and shrimp.

Sarah Townsend, Joint-Managing Director at McKenna Townsend, pictured left, said: “We are extremely excited to be working with Nathan’s Famous to bring the flavour of New York to Europe.

“We have extensive international QSR (quick service restaurant) and franchise development experience and this appointment makes a great addition to our ever-evolving client mix.

“We’re looking forward to working with the team in what is set to be an exciting and busy year.”

James Walker, Senior Vice President, Restaurants at Nathan’s Famous, Inc, pictured right, added: “The appointment of McKenna Townsend and TFEG as our development partners across Europe allows us to tap into unrivalled franchise development expertise in the region, which will enable us to broaden our reach.

“We are currently operating in 17 countries across the world and our development ambitions for Europe will be a vital part of our future growth.

“This is an exciting time for Nathan’s Famous, as we continue to grow the brand’s presence all across the globe.”

Founded by Matt McKenna and Sarah Townsend in 2003, Ringwood-based McKenna Townsend represents a wide range of international, national and regional clients including Sunseeker International, AkzoNobel, Care South, ePropulsion, Crust Pizza and IGD.