US-based fast-food giant The Wendy’s Company plans 1,000 net new restaurants worldwide by 2028, increasing its total to between 8,100 and 8,300 from the current 7,240.
At its 2025 Investor Day, held on 6 March 2025 at the restaurant support centre in Dublin, in the US state of Ohio, the company outlined its long-term strategy to update core menu items and launch innovation to meet consumer preferences in fast-growing segments.
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The expansion plan focuses on enhancing the menu, driving innovation and leveraging branding and collaborations.
Wendy’s is to refine core items and introduce new offerings in partnership with brands such as snack-maker Takis.
The company is prioritising customer convenience through digital integration and operational excellence, aiming to deliver a better dining experience.
Wendy’s president and CEO Kirk Tanner stated: “The Wendy’s brand has tremendous strength, and we will unlock its full potential, scaling our system to match the power of our brand.
“I’m excited about our upcoming innovation and collaborations that will build on our high-quality menu with fresh ingredients as we continue to elevate our customer focus, putting the customer at the centre of everything we do. Our relentless pursuit of excellence in our food and our restaurants will position Wendy’s for long-term success as we win across our global markets.”
Wendy’s already has one restaurant for every 56,000 people in the US, but sees vast potential for growth outside its home market.
The chain is tailoring its approach to cater to specific demographics such as families, Hispanic customers and Gen Z, reports Nation’s Restaurant News.
It has identified collaborations, such as with Takis, and will continue to innovate with products such as Girl Scouts Thin Mints Swirls and Fusions with mix-ins.
In the US, the company is focused on service and modernising locations, according to Wendy’s president for US restaurants, Abigail Pringle.
The expansion of the field operations team will ensure that restaurants maintain high standards, with evaluations twice a year.
300 next-gen model restaurants had been completed by the end of 2024, featuring new technology investments and smaller, more energy-efficient designs.
