Food & Beverage

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

Wendy's poster featuring red haired mascot drawn with a punk hairstyle, an emo hairstyle and a quiff hairstyle — Beyond social, Wendy’s has been getting hyperlocal with its creative activations, which celebrate the U.K.’s distinct regional identities.

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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.