Wendy’s is back: the legendary fast food chain would re-enter the Hungarian market

Wendy’s is known worldwide: the company operates 7,200 restaurants in more than 30 countries, and its annual global revenue reaches $14.5 billion. One of the keys to the company’s success is the franchise system: 95 percent of the units operate on a partnership basis, meaning they are not operated by the central company, but by local entrepreneurs. The chain began its European expansion again three years ago, and since then it has more than 45 restaurants in the United Kingdom, and in the spring of 2025 it opened its first unit in Romania.

Returning guest on the market

Wendy’s has tried before in Hungary: their first restaurant opened in Oktogon, and later they took over the bankrupt Quick restaurant chain. However, this proved to be too much to handle: the suddenly increased operating burdens were beyond their control. The operating company struggled with payment difficulties, and several suppliers filed for bankruptcy. The chain eventually withdrew from the Hungarian market in 2002.

Now, more than twenty years later, Wendy’s would once again set foot in Hungary – this time with a more stable background, a more experienced franchise structure and a new strategy that had already been successfully tested in European markets. Exactly when and where the first new Wendy’s restaurant might open is still a question, but the search for a domestic partner is already underway.

Fierce competition is expected in the domestic catering market, as the entry of another American chain in addition to McDonald’s, Burger King and KFC is an exciting development for the fast food sector. What is certain is that Wendy’s iconic square meat patties, freshly made products, and distinctive image can evoke nostalgic memories in many people – and can easily win over a new audience.