A new player will try to establish itself in France in the field of fast food. The American Wendy’s aims to launch soon in France, reports BFM Business.
With the notable exception of the United Kingdom, this chain with 7,000 establishments is virtually absent in Europe. It was however established there in the 1980s and 1990s, in particular in Germany, Italy and Greece.
Thirty years later, Wendy’s, known among other things for its square steaks, intends to make France one of its new playgrounds. Direct competitor of Burger King, McDonald’s or Subway, the company created in 1969 in the State of Ohio has managed to find a place for itself and intends to do the same on French territory.
A booming market
BFM specifies that no opening of establishment will take place before the firm has reached an agreement to decline in franchises.
Since the turn of the years 2000-2010 the burger has taken an increasingly important place in the consumption of the French. At noon, in the evening, on the go or seated at the table of a restaurant, including renowned ones, it is present in an increasing number of meals. The openings of North American brands are multiplying. Competitions to promote the best preparations are even now organized. However, the market is not infinitely expandable, so it will be difficult for all players to find a place for themselves.