US fast food chains Wendy’s has reiterated plans to target the European market – almost 18 months after it initially issued a war-cry only to be thwarted by Covid-19.
Wendy’s stated back in 2019 that it planned to open dozens of stores in Europe, using the UK as a “beachhead” to front its expansion.
However, less than six months later the global foodservice industry was rocked by the coronavirus pandemic and Wendy’s appeared to go quiet on its plans.
But over the weekend, its chief development officer, Abigail Pringle, said in media interviews that it was time for the company to put down meaningful roots in the UK.
It intends to open up 400 outlets nationwide, creating at least 12,000 jobs, although it could take “many years” to reach that figure.
The company said in a statement: “The UK launch will spearhead a European-wide expansion as Wendy’s looks to build on strong growth on the other side of the Atlantic, where the brand last year dethroned Burger King to become the No 2 player in the US hamburger market.”
The first Wendy’s is expected to open next month in Reading, followed by Stratford and Oxford.
Its kitchens will serve a number of new items that have been tailored to the British market, including a broader vegetarian menu.