News

Wendy’s opens in Russia, plans ambitious global expansion

June 23, 2011

Wendy's opened its first standalone unit in Russia June 23, with at least 180 more restaurants on the horizon. The restaurant is located on Arbat, Moscow's busiest street.

Wendy's first food court location opened June 14 in Moscow.

According to Reuters, the chain's Russian partner, Wenrus Restaurant Group Ltd., plans to open 180-plus units within nine years.

Wendy's Chief Operating Officer Andy Skehan said the chain could potentially expand by 8,000 units internationally, including in the Brazil and China markets.

He added that Russia has the highest potential for the company because of its growing economy and a high population of meat eaters.

Skehan expects sales at each Russian Wendy's to average $1.5 million to $1.6 million within five years. This is compared to an average $1.2 million in the U.S.

Within the Russian expansion plan, between 50 and 60 units are expected to open specifically in Kazakhstan and Ukraine.

Wendy's American rival Burger King opened its first Russian unit in January 2010. McDonald's marked its 20th anniversary in the country shortly thereafter.

Wendy's sexed up in Russian grand opening

The standalone grand opening event for Wendy's included menu staples such as hamburgers and salads, as well as some surprising representatives.

According to the Moscow Times, Wendy's models were on hand for the celebration. However instead of donning the old-fashioned garment worn by the iconic, freckled red head, the models were wearing short dresses and stilettos.

Skehan said he was unaware of Wenrus' decision to "sex up" the icon, adding he would probably have to field numerous phone calls from headquarters.

Alexander Kovaler, the franchisee's CEO, said the models were dressed to appeal to a younger demographic.