Wendy’s eyes return to Hungary after 23 years!
After a 23-year absence, one of the world’s most iconic fast food chains, Wendy’s, is looking to re-enter the Hungarian market. The company is actively seeking local franchise partners to spearhead the brand’s relaunch and expand its restaurant network. The fast food chain aims to open 2,000 new locations worldwide by 2028, a goal in which conquering the Hungarian market plays a significant role.
Proven global success
Wendy’s currently operates more than 7,200 restaurants in over 30 countries, with global revenues reaching USD 14.5 billion. Nearly 95% of its restaurants are owned by franchise partners, a testament to the company’s successful and attractive business model.
An expansion wave into Europe began three years ago, starting in the United Kingdom, where more than 45 Wendy’s locations are already up and running, according to Franchising.hu, which first broke the news. In spring 2024, the first Wendy’s opened in Romania. Hungary could be next, as the company has already begun scouting for appropriate local partners.
Flexibility and tech innovation
Wendy’s offers more than just a well-known brand name: it provides a comprehensive, proven business system. New franchisees receive full support across marketing, operations, procurement, and training. Innovation is also a priority for the company: it offers modern restaurant formats with smaller footprints, lower energy consumption, and integrated digital solutions like self-service kiosks and AI-powered drive-thru systems.
The key to Wendy’s success lies in its ability to adapt to local markets. While flagship items like the Baconator® and the Frosty® are available everywhere, the menu is flexible enough to incorporate local flavours: think Hungarian-style seasoning, regional cheeses, or seasonal specialities.
Wendy’s history in Hungary
Wendy’s has attempted to enter the Hungarian market before. Its first restaurant opened on Oktogon Square in Budapest, followed by the acquisition of several outlets from the bankrupt Quick restaurant chain. However, the expansion proved overly ambitious. By 2002, the chain had exited the country, following financial troubles and supplier disputes that ultimately led to liquidation proceedings.
A second chance to return
Now, Wendy’s is seeking Hungarian partners with a deep understanding of the local market, relevant business experience, knowledge of the food and real estate sectors, and the financial backing needed for development. The company aims to become a key player in Hungary’s fast food landscape: this time, with a long-term strategy.
Read more food-related news on Daily News Hungary.
Read also:
- Holiday in Hungary: Summer foods come at a steep price this year – prices, Lake Balaton, festivals
- Best apps and online tools for life in Hungary (public transport, food delivery, bureaucracy help)
To read or share this article in Hungarian, click here: Helló Magyar