Lord of the Fries is bringing its ethical fast food to Auckland

  • News
  • October 18, 2016
  • Elly Strang
Lord of the Fries is bringing its ethical fast food to Auckland

The chain has 12 stores across Australia, but its Auckland store will be its first venture overseas.

The store will be housed in a shipping container and located at 1 Queen St, down the bottom end of the CBD. It is set to open on October 27.

Co-founder and CEO Mark Koroncyzk said Lord of the Fries chose Auckland as its first place of expansion internationally due to the massive fan base there that has been calling out for a store.

“Once we found a great site in the CBD and some passionate, local franchisees, it seemed like the perfect destination for our first international store. And the hype since announcing the launch has definitely confirmed this,” Koroncyzk says.

Initially, Lord of the Fries was born out of wanting high quality fries, but it has since expanded to become a fully-fledged vegetarian fast food offering.

The menu includes vegetarian hot dogs, nuggets and ‘chick’n’ and ‘phish’ burgers.

All of the the menu options supposedly resemble their meaty counterparts in looks and taste.

A meat-eater-turned-vegetarian reviewed the Fakin’ Bacon burger and described it in WA Today: “…it wasn't a bad approximation of a cheeseburger. Although it was hard to tell if it was just the pickles and mustard that did it. Just to be sure, I took out a bit of "bacon" individually and bit down. Pretty close...”

The other credential Lord of the Fries boasts is being an ethical fast food outlet.

Koroncyzk says there aren’t any ethical fast food outlets operating in New Zealand yet, so this will be the chain’s main point of difference in the market.

He says because all of its menu is vegetarian, halal and kosher with vegan and low-gluten options, it’s all inclusive for every type of dietary and ethical need.

“We want everyone to be able to enjoy the Lord's bounty - food that’s good for the people, the planet and the animals,” he says.

The combination of healthy alternatives and ethically produced fast food cleverly taps into two key consumer trends.

One is consumers increasingly wanting ethical, sustainable products. This is the idea of “you are what you buy,” being driven by millennials. 

Data from Nielsen shows two in five Kiwis will pay more for a brand from a company boasting environmental or social sustainability credentials, and 22 percent bought a product or service from a company supporting a worthy cause in the last month even though it was slightly more expensive. 

The other trend in hospitality that parallels retail is consumers are not just after products - they also want an experience crafted around it.

Managing of retail leasing for Kiwi Property Aubrey Chang said often with eating out, the experience is more important than the food itself.

“Modern New Zealanders want theatre, atmosphere, and informal casualness that breeds regularity and speed of delivery all at a reasonable price value, compared to traditional fine dining, which is declining,” he said.

Considering a burger that tastes like bacon but isn’t bacon will be a new experience for most, Lord of the Fries will no doubt  be an attraction will it opens.

Lord of the Fries opening:

When:  Thursday 27 October at 12pm
Where: 1 Queen St, Auckland CBD
Freebies: Free fries for all who attend the opening from 12pm until 1pm, and then free refill chip cups handed out to 250 people that afternoon.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


Military-style semi-automatics ban announced

  • News
  • March 21, 2019
  • The Register team
Military-style semi-automatics ban announced

As of 3pm on March 21, a wide range of semi-automatic weapons have been reclassified under section 74A(c) of the Arms Act as requiring an E endorsement on a firearms license. This means they can no longer be sold to those with A-category gun licenses, and their purchase now requires police approval.

Read more

Retailers gather for insights at NZ Retail and The Register's breakfast

  • News
  • March 21, 2019
  • The Register
Retailers gather for insights at NZ Retail and The Register's breakfast

NZ Retail and The Register’s sales and marketing breakfast saw dozens of Kiwi retailers come together to network, sharing tips and tricks and absorbing expert advice.

Read more

Who stole Christmas?

  • News
  • March 21, 2019
  • Kelly Withers
Who stole Christmas?

Results are starting to trickle in from Christmas 2018/2019, and for many retailers, they're a little disappointing. Paydar chief executive and co-founder Kelly Withers explores the data.

Read more

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

Chinese businesspeople raise millions for Christchurch victims

  • News
  • March 21, 2019
  • Radio New Zealand
Chinese businesspeople raise millions for Christchurch victims

A group of visiting Chinese businesspeople have raised $2.35 million for victims of the Christchurch mass shooting.

Read more

The Retail NZ Awards: What does it take to be a winning retailer?

Take this time to shine with the upcoming Retail NZ awards, a chance to show the retail industry what makes your business stand out. No ...


Hunting & Fishing New Zealand voluntarily pulls military-style assault weapons from sale

  • News
  • March 20, 2019
  • Sarah Dunn
Hunting & Fishing New Zealand voluntarily pulls military-style assault weapons from sale

In the wake of the attack on Christchurch’s Muslim community on March 15, strong calls for changes to New Zealand’s gun last have been made. Trade Me was the first retailer to act, halting the sale of all semi-automatic weapons on its platform, and it has now been joined by Hunting & Fishing New Zealand.

Read more
Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit