US cult fast food chain Wendy’s to launch in Australia

An American international fast food chain is set to debut in Australia as the competition in the nation’s quick service industry heats up.

FARMINGDALE, NEW YORK – SEPTEMBER 15: A general view of a Wendy's restaurant on September 15, 2022 in Farmingdale, New York, United States. Many families along with businesses are suffering the effects of inflation as the economy is dictating a change in spending habits. Bruce Bennett/Getty Images/AFP

An American international fast food chain is set to debut in Australia as the competition in the nation’s quick service industry continues to heat up.

Wendy’s will be one of the last of America’s popular chains to break into the Aussie market, with Sydney based franchise strategist DC Strategy partnering with the fast food giant.

Not to be confused with the ice cream chain, Wendy’s Milk Bar, Wendy’s has more than 7000 stores worldwide and is hoping the move onto Australian shores will “accelerate global growth” of the brand.

Wendy’s has built its reputation on its square patty burgers and fries. Picture: Alamy

The location for the first Wendy’s restaurant is yet to be confirmed but DC Strategy has said it is searching for “world-class, experienced franchise partners with strong operations experience and a proven track record for growing brands in Australia” to take on the company’s expansion down under.

“The brand is also focused on building long-term relationships with partners who share Wendy’s values, commitment to quality, and passion for fast food done the right way,” it said in a statement.

The location for the first Wendy’s restaurant is yet to be confirmed. Bruce Bennett/Getty Images/AFP

Since its creation in Ohio in 1969, the red braided haired Wendy’s logo has become ingrained in the minds of burger lovers across Europe, Asia, America and New Zealand and recognised as the world’s third largest quick service burger brand.

Competing with the likes of McDonald’s and Burger King, Wendy’s has built its reputation on its square patty burgers, fries, range of sides such as baked and stuffed potatoes and chilli con carne, “America’s favourite breakfast”, the famous “Frosty” frozen ‘thickshake like’ dessert and its Twitter account which has more than 3.9 million followers.

The restaurant will have to battle its way through an already populated market and into the hearts of Aussies, steering them away from newer US cult chains across the states and territories such as Five Guys, Wahlburgers, Taco Bell, In-N-Out and Carls Jr.

The news of the chain’s arrival has been welcomed lovingly by social media users, with most saying they are ready for a new takeaway option as they’re “getting tired of McDonald’s.”

So @Wendys you’re coming to Australia I see. I can get behind this.

— Jeff with a J (@Alllmondeville) September 16, 2022

So @Wendys you’re coming to Australia I see. I can get behind this.

— Jeff with a J (@Alllmondeville) September 16, 2022

The latest of the arrivals, Five Guys, saw its first store open during the NSW lockdown period in September of 2021 in Penrith but was quickly criticised for its pricing strategy.

An online food critic took aim at the cult US burger chain shortly after it opened its doors in Sydney, after forking out more than $200 for six burgers and three drinks.

If you have a handy $1,000,000 you can apply to manage one of Australia’s first Wendy’s franchises.

Picture of Wendy's Hamburger Restaurant flyer in the 1970s in Victoria. Picture: Supplied

Despite a short stint in Victoria under the Wendy’s Hamburger Restaurant name in the 1970s and 80s, the stores were quickly taken over by Hungry Jack’s and were not heard of since.

That was until 2021 when the chain trialled a pop-up store in Sydney, which must have been a hit given the brand’s introduction into the wider Australian market.

Originally published as US cult fast food chain Wendy’s to launch in Australia