How Wendy’s Is Turning an All-American Chain Into a Brand for Brits

The brand’s signature sass has been adapted for UK audiences

Convergent TV Summit returns March 21-22. Hear timely insights from TV industry experts virtually or in person in NYC. Register now to secure your early bird pass.


Since its U.K. relaunch in mid-2021, Wendy’s has opened 25 restaurants in the market, with sites in London, Sheffield and Brighton. Now, following a successful 18 months, it has ambitious plans to ramp things up with new spaces in Liverpool and Greater Manchester. The Republic of Ireland is also on the menu for 2023, with a blueprint to launch franchises on the European continent too.

The Ohio-founded chain’s most recent debut in the U.K. marked its third crack at the market following two previous unsuccessful forays.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in