Brits Queue Up for New Wendy’s as American Fast Food Invades U.K.
Wendy’s Co. is returning to the U.K. two decades after it left, part of an American fast-food-chain invasion that has been a rare bright spot for restaurant property owners during the pandemic.
Wendy’s opened a restaurant in the town of Reading, 40 miles west of London, last week. The company, which left the country in 2001 complaining of high operating costs, said it would open in east London and the university city of Oxford this year.
The hamburger chain known for its square patties said it plans to open its first restaurant in London this year and eventually some 350 restaurants around the country.
“The failure of casual dining means there is an availability of sites, and some very good value opportunities,” said James Hacon, director of consultants Think Hospitality.
While casual dining has foundered, fast-food restaurants have remained open for takeout and delivery services throughout the pandemic, and their market share has jumped as a result. Before Covid-19, they accounted for 13% of U.K. restaurant revenue, said Kate Nicholls, chief executive of UK Hospitality. During the pandemic, its share rose to 23%.
Mr. Hacon believes Britons particularly relish American fast-food brands because of their high profile and cachet. Wendy’s arrival was previewed by most U.K. national newspapers and TV stations, and long queues formed on its opening day.
“There is a degree of excitement that something which is so big and well known in a nation which we look at as being aspirational coming over here,” he said.
