Industry News | December 8, 2011

Fresh & Fast Burgers Freshens its Brand for 2012

Fresh & Fast Burgers, a fast food burger joint in New York City's Flatiron District, opened its doors in 2009 but is moving into 2012 with an even fresher approach and a variety of enhancements. 

The brand’s owner, Heath Wolfson, has implemented changes that he feels elevate Fresh & Fast to an establishment exceeding the expectations of fast food.

The defining characteristic of any burger joint is, of course, the burger. The brand recently switched from serving a LaFrieda beef patty to an exclusive blend from Master Purveyors. The burger is a custom-created blend by New York’s most respected meat purveyor, featuring angus prime cuts taken from the same cattle that supplies premium steaks to Peter Luger’s. 

Fresh & Fast Burgers is the only quick service restaurant serviced by Master Purveyors, and tastemakers across the city are taking note.

“I go to Fresh & Fast on East 23rd - their burgers are awesome,” Wylie Dufresne said in an interview with Grub Street, a New York restaurant blog. “On the night of the James Beard Awards, I went in my tux and had a burger alone."

Complimenting this elevated beef patty, which comes dressed in Fresh & Fast’s proprietary special sauce, is a new potato variety for Fresh & Fast’s fries. 

Premium Idaho Russets are used to make the fresh french fries, and like all of Fresh & Fast’s products, the potatoes are delivered fresh daily.  

Wolfson has made every effort to make Fresh & Fast look and feel better. A new management team and staffing program ensure meals are made-to-order and served quickly and efficiently in four minutes or less, for the on-the-go consumer.

“Fresh & Fast has been a challenging project since its inception,” Wolfson says. “We knew it would be important to take what our customers say to heart. We listened, figured out what people liked, and learned about what people felt we could do to better. We then made enhancements to exceed everyone’s expectations.”

Fresh & Fast is located at 111 East 23rd St. In January, Fresh & Fast will also begin offering breakfast with an all-fresh breakfast menu. The restaurant will also do a grand re-opening in January to celebrate and introduce their new menu and management team.

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