Legendary American full-service family dining chain Denny’s has launched its first UK site in Swansea, marking the start of a campaign to get a foothold in the market through new store openings in 2018.
The branch at Parc Tawe retail and leisure park will act as Denny’s flagship UK restaurant and training venue, and is capable of serving more than 200 diners.
Denny’s expansion into Europe is being carried out through a franchise agreement with Denny’s Magic Diners U.K., led by seasoned franchise executive Leon Esfahani.
The chain, which runs more than 1,700 restaurants worldwide, aims to bring 10 locations to the UK over the next “several years” through the agreement.
Mr. Esfahani’s restaurant experience includes operating franchised locations for leading global brands, including Starbucks and Pizza Hut.
“I have long been a fan of the Denny’s brand and am honoured to bring what I view as a truly unique concept to the United Kingdom,” he said. “Denny’s serves up a welcoming atmosphere paired with a broad menu of favourites across all day parts, and I am thrilled to introduce the Denny’s diner experience to the local community.”
Denny’s is one of the fastest growing family-dining chains across the globe and sees the UK as a key destination on a list of new countries that it thinks are capable of offering its diner experience.
“We believe there is considerable opportunity to grow the brand internationally, and are confident that Leon Esfahani and his team’s experience with leading restaurant brands makes him the right partner to introduce the Denny’s experience to the United Kingdom, and more broadly Europe, for the first time,” said John Miller, Denny’s president and CEO last year.
“Our expanding global footprint has attracted new interest from a number of franchisees and we continue to have an active pipeline for growth as we gain momentum beyond North America.”
Denny’s currently operates 125 restaurants internationally, but the vast majority of its estate is located in the US. Sales for the first nine months of the year topped $290m (£214m).