American burger giant Wendy’s is putting pressure on McDonald’s and Burger King with a plan to open up to 400 outlets in Britain, just months after becoming the second-largest burger chain in the United States.
Wendy’s international manager, Abigail Pringle, said she would “steal market share” in the UK from her two main rivals, starting with a point of sale in Reading which will open on June 2.
He has a motto specifically for the UK market – All Beef, No Bull – which, Pringle said, would enshrine his approach to preparing and sourcing food, customers and staff.
Big fan: Hollywood star Arnold Schwarzenegger enjoys a Wendy’s burger in the 1970s
THEY WILL BE BACK! RETURN OF ARNIE’S SQUARE MEAL …
Brits may find the Wendy’s brand familiar after an abandoned foray here in the ’80s and’ 90s.
You may remember his ‘Girl in the Pigtails’ sign, which he’s famous for their square burgers – and Arnold Schwarzenegger sampled a few along the way. The daughter – daughter of founder Dave Thomas – has survived several corporate transformations and helped make the company one of the best-known brands in the United States.
Wendy’s takes every opportunity to pit the approaches of its rivals against its promise of local produce and freshly made burgers with meat that is not frozen.
International boss Abigail Pringle said Wendy’s was “a big outsider,” adding, “We want to be the best, not always the biggest.
“This has been true for us from 1969 until today as we launch the brand here. I think customers support us. “
This includes a promise of “no zero hour contract,” she added.
This will be seen as a blow to rivals such as McDonald’s, which has been criticized for using contracts that do not guarantee working hours each week.
Pringle said of the motto: “It’s more than a slogan – it’s what you get. We are not going to BS [bullsh*t] you – we’ll give you fresh beef, all British produce.
“And we’re going to treat our people the way they should be treated. [That means] no zero hour contracts and paid bonuses at the crew level, rather than just saying to management, “If we win, you win.
McDonald’s currently says on its website that it offers employees a “choice of flexible or fixed contracts”, under pressure from workers and unions.
Wendy’s move to the UK, which was first revealed by The Mail on Sunday two years ago, could eventually create thousands of jobs and trigger a new entry into the delivery market thanks to a partnership with Uber Eats.
Wendy’s burgers include Dave’s Single and Baconator – the latter being the largest on its American menu arriving in the UK at around 950 calories – equivalent to drinking more than four pints of Guinness.
The chain expects to have around 7,000 restaurants worldwide by the end of this year.
Pringle said there is an opportunity to open between 300 and 400 in Britain and the company will use its team here to plan expansion in mainland Europe.
By contrast, McDonald’s has 1,300 outlets in the UK and over 36,000 worldwide.
Pringle said: “Putting Covid aside for a while, the overall hamburger segment and informal restaurant dining segment have grown. But, even though there hasn’t been significant growth, we think we can steal market share from some of the other informal burger chains – the ones that come to mind are McDonald’s and Burger King – but even Five Guys and others [more upmarket] brands. ‘
Wendy’s attributed the emphasis on quality as part of the reason it has dethroned Burger King in the past year as the # 2 burger company in the United States.
Pringle added: “We believe the UK consumer shouldn’t have to pay more than they need and still have great quality. “
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