McDonald’s US nemesis, Wendy’s, is finally planning to move into the UK market with an initial target of 20 stores.
The company ranks as the world’s third largest burger chain but has previously stayed out of the UK fast food battle.
However, Abigail Pringle, international president and chief development officer, said Wendy’s saw the UK as a “beachhead” to European expansion.
“We believe it is a growing market and it has lots of great growth ahead of it,” she is reported to have said.
Ms Pringle said the company believes it can be a “challenger” brand in a quick service restaurant segment that is continuing to grow despite the conditions facing the foodservice sector.
“We also know that great American brands have been successful. Burger brands have been unbelievably successful there. But we believe that we can challenge those brands.”
Wendy’s was founded in 1969 by Dave Thomas in Columbus, Ohio. Today, it operates more than 6,700 restaurants worldwide.