Revived Michigan Burger Brand Hot 'n Now Reboots with Fry-less Fries, Health-Focused Kitchen in Wayland

Nostalgia Meets Modern Health Consciousness in Wayland's Hot 'n Now Revival

*WAYLAND, MI* — A nostalgic Michigan burger brand that once graced 100-plus locations across 15 states is back, but not as you remember. Hot 'n Now, the iconic fast-food chain known for 39-cent burgers and greasy fries, has been resurrected with a modern twist that prioritizes health and sustainability.

The brand's Wayland location near the Gun Lake Casino Resort opened in October 2025, and two years later, it has become a test case for how legacy brands can modernize responsibly while honoring their roots.

A Passion Project Born From Two Fans

After the Kalamazoo-born franchise dwindled to just one location in Sturgis, Michigan, two longtime fans recently came together to bring the nostalgic brand back to life.

Monica King, CEO of Gun Lake Investments and co-owner of HNN Holdings, LLC, and Jeff Konczak, CEO of BCubed and co-owner of HNN Holdings, LLC, stand out front of the new Hot 'n Now restaurant. They made the conscious decision to revitalize the legacy brand by thinking about how it should be built, not just how it looks.

"Revitalizing a legacy brand means being thoughtful about how it's built, not just how it looks," Konczak said. "This approach allows Hot 'n Now to modernize operations responsibly while maintaining flexibility to continue refining the guest experience."

King agreed, emphasizing that their decisions reflect how they're thinking about the future of the brand.

"These decisions reflect how we're thinking about the future of Hot 'n Now," King said. "It's about ensuring Hot 'n Now can grow sustainably, operate responsibly, and remain part of the communities it serves for generations to come."

Fry-less Fries: A Game-Changing Menu Item

The most noticeable change for longtime fans may not have been the burgers themselves. At the original Hot 'n Now locations, the fries were deep fried in traditional cooking oil. At the new Wayland location, the fries are cooked using commercial rapid-cook ovens — similar to air fryers — without the use of traditional cooking oil.

"Instead, the fries are cooked using commercial rapid-cook ovens — similar to air fryers — without the use of traditional cooking oil," said Monica King, CEO of Gun Lake Investments, the co-owner of HNN Holdings, LLC. "That doesn't stop the drive-thru/walk-up window from pumping out warm fries and cheesy taters quickly."

According to the company, the new method means fewer calories and retained moisture compared to competitors.

"Compared to competitors, Hot 'n Now's fries have fewer calories and retain more moisture," the company stated.

Expert Endorsement on Health Benefits

Western Michigan University Professor Meghan Wilkinson of the Department of Family and Consumer Sciences at the College of Education and Human Development weighed in on the benefits of the new cooking method.

"With traditional oil fryers, food is submerged in oil, leading to higher amounts of fat in the food," said WMU Professor Wilkinson. "That's how a convection type oven, like an air fryer, is different. 'We're using less fat,' which translates to fewer calories."

Wilkinson, who uses an air fryer at home, noted that even if some oil is brushed onto food placed into an air fryer, using less oil overall is healthier than deep frying.

"Diets high in fat can contribute to obesity, diabetes and other issues," said Wilkinson.

Environmental and Safety Improvements

The new Hot 'n Now building features the iconic large lightning bolt and uses electrical service exclusively, with no gas hookup. This represents another significant change from the original Hot 'n Nows of the past.

By eliminating large-scale oil use, Hot 'n Now said it is reducing oil waste, minimizing environmental impact associated with oil disposal, and improving kitchen safety.

"The fries bring back memories, definitely," said Grand Rapids area food vlogger Shawn Whiting, who reviewed the new location on opening day. "The fries are actually the same," Whiting said while trying them on opening day. "Throwback!"

Whiting, who rated the fries 7.8 out of 10 and the cheese taters 8 out of 10, noted that the new location brought back memories of her teenage years enjoying the same food.

"The fries bring back memories, definitely," said Whiting, reminding her of when she was a teenager enjoying the same food.

A Vision for Sustainable Growth

The new Hot 'n Now building is part of an ongoing process of customer feedback and evaluation. The company continues to review menu items, operations, and future improvements based on customer input.

"This isn't about changing who we are," King said. "It's about ensuring Hot 'n Now can grow sustainably, operate responsibly, and remain part of the communities it serves for generations to come."

Another new location is slated to open soon in Alpena, continuing the brand's expansion under its new ownership.

The Hot 'n Now Legacy

Hot 'n Now was once a Michigan icon. At its peak, the franchise operated 100-plus locations in 15 states, serving customers with the promise of affordable, nostalgic fast food. When the brand dwindled to just one location in Sturgis, Michigan, it was a significant loss for the industry.

The revival, however, represents more than just nostalgia. It demonstrates how legacy brands can be revitalized with modern health-conscious practices while maintaining the core identity that made them beloved in the first place.

The Wayland location, at 1146 129th Ave., opened at 10:30 a.m. on Monday, October 13, with hundreds of cars lining up for the drive-thru. The new restaurant features the iconic large lightning bolt and uses electrical service exclusively, with no gas hookup.

What This Means for the Future

The Hot 'n Now revival offers an interesting case study for the food industry. By modernizing operations with health-conscious cooking methods while maintaining the nostalgic appeal of the original brand, the new owners have created a sustainable business model that honors the past while looking toward the future.

Consumer feedback continues to be reviewed and considered as the company evaluates menu items, operations, and future improvements. The Alpena location represents just the beginning of the brand's expansion under new ownership.

As Hot 'n Now continues to grow, it serves as a reminder that legacy brands can be revitalized responsibly, maintaining their core identity while adapting to modern health and environmental standards.

"Revitalizing a legacy brand means being thoughtful about how it's built, not just how it looks," Konczak said. "This approach allows Hot 'n Now to modernize operations responsibly while maintaining flexibility to continue refining the guest experience."

The future of Hot 'n Now remains an ongoing process, with customer feedback and community connection at the center of their vision.