News

Wendy's unveils Brazil expansion, adoption campaign

June 29, 2016

The Wendy's Company announced its upcoming foray into Brazil with plans for significant restaurant expansion, according to a recent press release. This growth will be driven through Wendy's Brazil, a joint venture formed in 2015, between affiliates of Infinity Services and Starboard, one of Wendy's largest U.S. franchisees, and a subsidiary of The Wendy's Company.

"We are pleased to partner with two highly capable operators who have a growth mindset, proven restaurant experience and a strong customer focuses," said Bob Wright, Executive Vice President, Chief Operations Officer and International, The Wendy's Company.  "We believe this joint collaboration will provide a springboard for growth. Starboard has a deep knowledge of Wendy's operations and what it takes to run a successful Wendy's restaurant, while Infinity Services is immersed in the Brazilian market and culture.

Wendy's Brazil plans to hold the grand opening in mid-July for two restaurants in São Paulo, the hometown of Infinity Services. Infinity Services has successfully brought several well-known restaurant brands to Brazil in recent years. Starboard, led by veteran Wendy's franchisee Andrew Levy, Chief Executive Officer, and Marcos Silva, President, operates 182 Wendy's restaurants in nine states.

"We choose São Paulo for the Wendy's introduction because it is the main financial and gastronomic capital of the country," said Marcel Gholmieh, Chief Executive Officer, Wendy's Brazil and Infinity Services. "Our initial objective is to create flagship restaurant locations, establish the Wendy's brand and then, longer-term, start thinking about potential partnerships with local groups in other areas of Brazil.

"Brazil is one of the key global markets where we see considerable potential, and where we are investing additional energy and resources as part of our 'narrow and deep' international strategy.  From the start, we want to ensure our restaurants in Brazil truly stand out in the minds of consumers in terms of food, service and atmosphere, and that we give them 'a cut above' experience they will be excited to tell others about."

Getting social for charity 

Additionally, The Wendy’s Company announced a new campaign to benefit the Dave Thomas Foundation. In the report, Wendy’s said it will serve drinks in specially designed cups featuring a hand making half a heart. For each customer who completes the heart with their hand and posts a photo of the full heart to social media with #Share4Adoption, Wendy's will pledge a $5 donation to the Dave Thomas Foundation for Adoption, proving that sharing truly is caring.