A Street-Fighter Mentality Built New York Minute Into An Award-Winning Burger Franchise | 666

Antony Crowther is a 'street fighter' who built New York Minute, a burger franchise with 30 locations, that is now down to six. And guess what? He couldn’t be happier! Strap in for an inspiring story of business resilience, adaption and reinvention. And some very actionable business and marketing tips along the way.

In this high-energy episode of The Small Business Big Marketing Podcast, I sit down with Antony Crowther—founder of New York Minute, the burger franchise that went from 30 locations to just 6… and Ant couldn’t be happier. What looks like a setback is actually a masterclass in resilience, reinvention, and smarter marketing. From Collingwood flats to Noosa’s main drag, Ant’s street-fighter journey is packed with gold for any small business owner ready to punch above their weight.

We kick off with Ant’s daily ritual: purpose before chaos. Every morning, he sets one clear goal—today’s sense of achievement—before the universe (or staff, weather, or UberEats) throws punches. This keeps him solution-focused, not reactive. Then comes the real secret: he’s the quietest guy in the room. Ant surrounds himself with mentors like Vanessa Lontos (who taught him to understand women in business) and Mick McGonaght (the ultimate people manager). His rule? If you think you’re the smartest person in the room, you’re in the wrong room.

Staff are the heartbeat of New York Minute. At its peak, Ant employed 125 people across 30 stores. Today, with 30 staff in Noosa alone, he’s obsessive about culture. His mantra: every role is equally vital—the host, the chip fryer, the cleaner. “If we serve dog shit from the kitchen, no amount of charm out front saves us,” he says. He teaches standards, not hierarchy. Result? Industry-leading retention in the world’s highest-turnover sector. One standout story: a 15-year-old kid named John started flipping burgers… now, at 24, he owns the biggest New York Minute store opposite the MCG.

Franchising is where Ant disrupts. Most burger franchises demand six-figure buy-ins. Ant’s model? Low-entry, high-support. He’s vocal about fixing a broken system that lines franchisor pockets while partners struggle. His fix: harmony—everyone wins together. When UberEats kneecapped margins and COVID locked Melbourne down for two years, Ant didn’t sink. He pivoted to virtual kitchens, merging New York Minute into other restaurants’ setups. Zero rent, zero risk, brand still alive in 30 kitchens. Lesson: adapt fast, control what you can.

Marketing? Ant’s been burned by “impressions-only” agencies. Now, he demands accountability: “If I can’t measure it, I can’t manage it.” His breakthrough came from ex-BRACS marketing guru Jesse Martin, who hand-delivered 5,000 fake $10 notes with menus in a 1km radius. Result? 2,500 redemptions—overnight transformation. Today, Ant blends old-school hustle with digital precision: events, cricket captain partnerships, late-night bar vibes till midnight when every other joint shuts at 8pm.

Noosa was the ultimate test. Ant opened on a Thursday and took $640 after 12 hours. Most would panic. He trusted process: unique product, killer experience, late-night edge. Two months without a paycheck, reinvesting every dollar. Now? New York Minute Noosa is a junction cornerstone—proof that process beats outcome obsession.

Ant’s final dream? Sell the burger franchise and launch into health & wellness—while staying in Noosa, flip-flops and all. This episode is a street fight you’ll want to replay. Grab a burger, take notes, and punch harder tomorrow.

Key Learnings

• Set daily purpose — One clear goal each morning keeps you proactive, not reactive.
• Be the quietest in the room — Seek mentors who’ve stepped on the landmines you haven’t.
• Every role = equal value — Chip fryer = host. Teach standards, not status.
• Low-entry franchising — Disrupt with accessibility; support > extraction.
• Pivot without ego — Virtual kitchens saved the brand when greenfield sites collapsed.
• Marketing ROI or bust — Measure every dollar. Hand-delivered menus > vanity metrics.
• Trust process, not till rolls — Experience first, revenue follows.
• Consistency breeds loyalty — Black logo in a red/yellow world? Brave wins.

Chapters

00:00 Introduction and Setting the Stage
01:52 The Street Fighter Mentality in Business
03:57 Daily Purpose and Achievements
05:51 The Importance of Mentorship
08:53 Building a Team and Company Culture
11:53 Understanding Roles and Value in the Workplace
14:54 Creating a Strong Company Culture
17:49 The Journey from Danny's Burgers to New York Minute
28:18 The Power of Naming and Branding
30:04 Identifying Core Business Identity
32:50 Scaling Through Challenges
38:03 Nimbleness in Business Adaptation
42:12 Lessons from COVID-19
47:14 Entering the Noosa Market
51:51 Marketing Strategies for Success

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