4 March 2015 – The Rakyat Post
Renowned for its annual hot dog-eating contest, American frankfurter brand Nathan’s Famous made its Southeast Asian debut today with the official opening of its first outlet in IOI City Mall here.
Master franchisee Urban Fun Sdn Bhd said in a statement that it plans to open more Nathan’s Famous outlets at the rate of two to five new ones per year for the next five years.
“While some may argue that the recent burger boom may have saturated the market and left the consumer spoilt for choice, we at Urban Fun believe that the frankfurter market on the other hand is still under-served.”
The brand, long-known to be a favourite of New Yorkers, began with its first stand in the historic Coney Island, New York in 1916.