Lord of the Fries

What Lord of the Fries does

Lord of the Fries is an Australian family-owned fast food chain that operates a 100% plant-based menu across a franchise network of 23+ stores in Australia and New Zealand. Founded in 2004 by Mandy and Mark (and their brother Sam) after meeting in Taiwan, the company began as a mobile food van in October 2004 before opening its first permanent Melbourne store in November 2005. Headquartered in Prahran, Victoria, the company employs 51–100 staff and describes itself as the largest vegan fast food chain in the Southern Hemisphere.

The core product is freshly cut fries (classic, shoestring, sweet potato, chunky), supported by a broad menu of plant-based burgers (11+ SKUs including Original, Spicy, The Lot, The Biggie, Chick'n, Parma, Stinger, Chick-Fil-Yay, Aloo Tikki, Nature Burger), hot dogs, sides (nuggets, onion rings, mac & cheese balls, fried chick'n), halal snack packs, vegan shakes, and an all-day vegan breakfast menu. The menu is fully vegan, halal, and kosher certified. Proprietary technology centres on plant-based food preparation, including Better Than Beef and Better Than Chick'n patties, a plant-based egg made from chickpea protein, soy-based 'fakin bacon,' and an internationally-inspired sauce portfolio (American, Belgian, Indian, Parisian, Vietnamese, Aussie, African, French Canadian, Italian, Mexican, Malaysian). The company was the first in Australia to serve Beyond Burger at scale in 2018.

The business model is franchised, with franchisees required to be owner-operators. New-store investment ranges from A$314,600 to A$493,800 plus GST depending on location, size and layout. Recurring revenue is generated via a 7% royalty fee and 3% marketing levy on weekly gross sales. Additional revenue streams include direct food sales at franchised locations, delivery orders via UberEats, takeaway orders through the company's own order.lordofthefries.com.au platform, and merchandise through lotf.com.au. Target customers are vegetarians, vegans, flexitarians, halal/kosher consumers, and mainstream fast food buyers seeking plant-based alternatives. Marketing is driven by Instagram (@lordofthefries1), the VIP Club loyalty program, and word-of-mouth.

Name

Lord of the Fries

Legal name

Lord of the Fries

Website

https://lordofthefries.com.au

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

Lord of the Fries is an Australian family-owned franchise operating a 100% plant-based fast food chain with 23+ stores across Australia and New Zealand. It serves vegans, vegetarians, flexitarians, and halal/kosher consumers via proprietary vegan patties, burgers, fries, and breakfast items.

Ownership category

akta.pro rank

Product category

Vegan Quick-Service Restaurant

NAICS

Limited-Service Restaurants (722513)

akta.pro industry

PRIMARYTHAFABAK

Plant-Based & Vegan Fast Casual

Travel & Hospitality/Foodservice & Beverage (Restaurants, Cafes, Bars)/Fast Casual Restaurants

Keywords

• Vegan fast food
• Plant-based restaurant
• Vegan burger chain
• Quick service vegan
• Fries and sides

Headquarters

HQ city

Prahran

HQ country

Australia

HQ region

Oceania

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Direct Restaurant Sales: Revenue from direct food sales at company-owned and franchised restaurant locations. Customers pay for food items including fries, burgers, hot dogs, sides, breakfast items, and shakes at point of sale.
2. Franchise Fees and Royalties: Franchise investment ranges from $314,600 to $493,800 plus GST. Ongoing 7% Royalty Fee and 3% Marketing Levy payable weekly on gross sales.
3. Delivery and Takeaway Orders: Revenue from delivery orders via UberEats and takeaway orders placed through the website or in-store.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Lord of the Fries is a 100% plant-based fast food restaurant chain selling vegan fries, burgers, hot dogs, sides, sauces, shakes, and breakfast items. The business operates primarily through franchised dine-in and takeaway stores, with additional delivery via UberEats and online ordering through its own website, and runs a franchise program across Australia and New Zealand.

Product overview

Lord of the Fries is an Australian 100% plant-based fast food restaurant chain offering a comprehensive vegan menu. The core product is their famous fries available in multiple varieties (Classic, Shoestring, Sweet Potato, Chunky). The menu expands into complementary categories: Veggie Burgers (with 11+ varieties including Original, Spicy, The Lot, Biggie, Chick'n, Parma, Stinger, Chick-Fil-Yay, Aloo Tikki, Nature), Hot Dogs (Classic and Spicy/Tijuana), Sides (Nuggets, Onion Rings, Mac & Cheese Balls, Fried Chick'n, and various Munch Box combinations), Breakfast items (Egg & Bacon, Chilli Egg, Hash items, BLT, Chick'n Waffle), Shakes (Cookies & Cream, Peanut Butter Choc Bliss), and internationally-inspired Sauces. The business operates through dine-in/takeaway locations and an online ordering platform, with a VIP Club loyalty program and franchise opportunities across Australia and New Zealand.

Differentiator

Problem solved

Functional benefit

Products and services

• Classic Fries An original crispy golden fry made from seasonally and locally sourced potatoes, served in kids, regular, and large sizes.
• Shoestring Fries Thin-cut fries fried until crispy and golden, available in kids, regular, and large sizes.
• Sweet Potato Fries Healthier sweet potato fries served in kids, regular, and large sizes, paired with Belgian sauce.
• Original Burger Plant-based mock beef patty burger with cheese, lettuce, sliced onion, pickles, Belgian Mayo, mustard, and ketchup. Available in regular and premium versions.
• Spicy Burger Plant-based mock beef patty burger with cheese, onion, lettuce, Tabasco tomato sauce, jalapenos, and chilli mayo. Available in regular and premium versions.
• The Lot Burger Australian-style plant-based burger with Better Than Beef patty, sliced vegan egg, chopped onion, pickled beets, melted cheese, pineapple ring, tomato, lettuce, and ketchup. Available in regular and premium versions.
• The Biggie Burger Double Better Than Beef patty burger with fresh chopped onions, melted vegan cheese, fresh lettuce, pickles, and Biggie sauce on a toasted bun. Available in regular and premium versions.
• Chick'n Burger Plant-based vegan chick'n patty burger with cheese, crispy lettuce, mayo, and mustard. Available in regular and Big Chick'n versions.
• Parma Burger Australian pub-style plant-based burger with vegan chick'n schnitzel patty smothered in Napoli sauce, cheese, bacon, and diced onion.
• Stinger Burger Crumbed spicy chicken-style plant-based burger with melted cheese, facon, spicy mayo, and fresh lettuce on toasted buns.
• Chick-Fil-Yay Chicken-style plant-based sandwich with vegan chick'n patty, Belgian mayo, and pickles on a toasted bun.
• Spicy Chick-Fil-Yay Spicy chicken-style plant-based sandwich with vegan chick'n patty, Belgian mayo, and red cayenne and hot chilli spicy mayo.
• Aloo Tikki Burger Indian-inspired plant-based burger with garden patty, melted cheese, jalapenos, tomatoes, lettuce, onion, and spicy mayo on a bun.
• Nature Burger Lighter plant-based burger with veggie potato patty, lettuce, tomato, pickles, and hummus.
• Classic Hot Dog Vegan sausage hot dog with cheese, onion, mustard, and ketchup.
• Tijuana Hot Dog Spicy vegan hot dog with jalapenos, cheese, onion, and spicy tomato sauce on a vegan sausage.
• Nuggets Crispy soy-based plant-based nuggets served in portions of 4 nuggets.
• Onion Rings Sliced onion lightly crumbed and deep-fried, 100% vegan.
• Mac & Cheese Balls Golden balls of gooey dairy-free vegan mac and cheese.
• Fried Chick'n Crunchy crispy plant-based Chick'n Wings and Drumsticks available in classic style or smothered in Buffalo sauce.
• Halal Snack Pack (HSP) Fries with Better than Beef Strips, vegan cheese, garlic hummus, American BBQ sauce, and sriracha. Available in kids, regular, and large sizes.
• Spicy Poutine Loaded Fries Fries topped with vegan cheese, gravy, spicy mayo, onion, and sriracha.
• Vegan Shakes Cold creamy 100% vegan milkshakes available in Cookies & Cream and Peanut Butter Choc Bliss flavors.
• Sauces Internationally-inspired vegan dipping sauces including American BBQ, Belgian Mayo, Indian Mango Chutney, Parisian Aioli, Vietnamese Spicy Mayo, Aussie Tomato, African, French Canadian, Italian, Mexican, and Malaysian varieties.
• Vegan Breakfast Menu All-day vegan breakfast items including Egg & Bacon, Chilli Egg, Egg & Patty, Hash & Patty, BLT, Chick'n Waffle, and Hash Browns.
• Munch Boxes Combo meals pairing nuggets, onion rings, mac & cheese balls, or fried chick'n with classic, sweet potato, chunky, or shoestring fries.
• Franchise Program Franchise opportunity for like-minded owner-operators to open Lord of the Fries stores across Australia and New Zealand, with turnkey solution, training, and ongoing support. Franchise investment ranges from $314,600 to $493,800 plus GST, with a 7% Royalty Fee and 3% Marketing Levy payable weekly on gross sales.

Quantifiable outcome

• First to serve Beyond Burger to the masses in 2018
• +1 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Veggie Grill: US plant-based QSR chain offering burgers, sandwiches, and sides with a 100% plant-based menu. Closest US analog in terms of menu architecture and target customer (vegans, flexitarians), though serves a different geography.
• Grill'd: Australian fast-casual burger chain with ~150 locations. Direct competitor in the AU burger QSR segment with a similar franchise/company mix and a premium 'better burger' positioning that overlaps significantly with Lord of the Fries' upscale vegan burger strategy.
• Neat Burger: Plant-based QSR chain backed by Lewis Hamilton. The most direct pure-plant-based peer globally — competitive insight into international expansion playbook and category economics relevant to Lord of the Fries' next-stage growth.
• BurgerFuel: New Zealand-founded gourmet burger franchise with AU/NZ presence. Closest peer given shared geographies, franchise-led growth, and premium burger positioning. Competes for the same franchisee pool and consumer occasion.

Broad incumbents

• Hungry Jack's: Burger King master franchisee in Australia, large incumbent QSR. Indirect competitor via plant-based menu extensions (e.g., Rebel Whopper); represents the mainstream QSR threat expanding into plant-based SKUs.
• McDonald's Australia: Largest Australian QSR chain and dominant franchisor in the segment. The McPlant launch represents direct plant-based competition that Lord of the Fries must differentiate against on authenticity, taste, and category credibility.

Regional players

• Vegie Bar: Long-running Melbourne vegetarian/vegan eatery. Same metro and dietary positioning but sit-down model, relevant for brand context in the home market rather than direct unit-level competition.
• Smith & Delight / Smith & Daughters: Melbourne-based vegan restaurant brand. Same city and vegan-first positioning but full-service versus quick-service. Useful comparable for vegan consumer behavior and category trends in the home market.

Emerging players

• Fergburger: Iconic NZ gourmet burger brand. Comparable in geography (NZ presence) and burger focus, though not plant-based; useful for understanding NZ QSR consumer behavior relevant to Lord of the Fries' trans-Tasman operations.
• Subway Australia: Large multinational QSR franchise operator with vegan menu options (plant-based patties, Veggie Delite). Indirect competitor for vegan and flexitarian QSR occasions; demonstrates how large QSRs incorporate plant-based without making it the entire menu.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/lordofthefries1
• Xx.com/LordOfTheFries1
• Facebookfacebook.com/lordofthefriesau
• LinkedInlinkedin.com/company/lord-of-the-fries

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lord of the Fries