It’s been more than a decade since Wendy’s closed the doors of their last UK-based burger restaurant, but this week the American fast food chain confirmed that their plans, first announced in 2019 to relaunch across the Atlantic, are now starting to bear fruit. Wendy’s first two UK locations will open this year in Reading and Oxford, and it appears the capital is under their scrutiny as a spokesperson confirmed they were “exploring additional opportunities in London”. The first site will belong to the company but Wendy’s has confirmed that it also wants to establish a UK-based operation through franchising and is now actively seeking franchise partners to open new locations across the country.
We haven’t seen the famous red pigtails of the familiar Wendy’s logo here in the UK since 2000.They first launched on the British coast in the 1980s, but while other American fast food brands like Five Guys and Taco Bell have managed to do so. gaining and maintaining a foothold in the UK market, Wendy previously struggled to maintain UK success. They blamed high property and operating costs for ultimately retreating from their ten UK locations, saying they wanted to focus on the domestic North American market. But there are big hints that the brand has been aiming for a return to British waters as far back as 2017 when they launched 4 hour pop-up in London with the promise that they will return if all goes well.
Wendy’s was founded in 1969 in Ohio by Dave Thomas, and by 2018 it has grown to become the third largest fast food chain in the world, following in the footsteps of McDonald’s and Burger King. Thomas became the face of the brand and appeared in more than 800 advertisements for Wendy, more than any other company founder in television history. When Thomas died in 2002, the brand seemed to have lost its way for a while, before finding new energy through the overhaul of its many stores, the launch of their new store. Smart Design restaurants, menu changes, and innovative and entertaining social media strategies that have earned them a huge following.
Undoubtedly observes the success of other American burger chains across the Atlantic such as Five Guys who launched in London in 2013 to queue customers around the block and now has more than 90 British restaurant locations, International President Wendy and Development Director Abigail Pringle notifying investors on Wendy’s Investors Day 2019 that the company wants to capitalize on the growth of fast food in the UK. He took on an international development role in June 2019 and, tasked with establishing Wendy as a premier fast food player abroad, quickly announced plans to launch 20 UK outlets over the next few years, saying, “Great Britain will be at the forefront of our path towards European expansion. We believe this is a growing market and will have a lot of great growth ahead of it. We also know that the great American brands have been successful. The burger brands have been very successful there. But we believe we can challenge those brands. that brand. ”
While Covid-19 has had a significant impact on the operations of all fast food outlets and restaurants here in the UK it remains closed for in-house dining, the options for delivery, pick-up and travel are busier than ever. Wendy’s plans to open multiple units in the UK, with traditional drive throughs and tech-enabled restaurants.
So, while these steps back into the UK market may not be a surprise comeback, but rather a long-planned comeback plan for the iconic American brand, it doesn’t look like it will be long until we Britons can enjoy Wendy’s famous signature square hamburger. once again.