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However, it is now the springboard location for the brand’s Europe- wide expansion plan, thanks (in part) to a huge national trend for burgers and takeaways as well as new-and-improved infrastructure, including a strong team on the ground and established key partnerships. “A lot has changed over the past few decades, and we’ve learned so much since we returned to the UK in 2021,” says Michael Clarke, managing director of Europe. “This time around, we’re using a company-owned franchising model to lead by example, help build brand awareness, and ensure we’re executing our high brand standards to help us scale quickly and grow our presence in the right way. To date, we’ve, opened over 30 locations and have a strong pipeline for 2024 and beyond.” For Wendy’s multi-unit franchisee operator, NFH Restaurants, the menu’s focus on fresh was an immediate advantage and key differentiator from QSR competitors. “Wendy’s had all the qualities we look for when selecting partners to add to our portfolio: an international brand, the freshest ingredients, the ability to scale and grow, a commitment to invest and great marketing potential,” says Faisal Jamal, NFH Restaurants’ managing director. Despite being absent for so long from the UK market, Wendy’s is still instantly recognisable due to its worldwide presence. “Our recent restaurant openings have seen customers lining up to try Wendy’s for the first time, or to revisit a brand they know and love. The strength of the brand has been a huge advantage, enabling us to attract customers quickly as well as gain access to great new talent,” continues Jamal, who’s in talks to increase his commitment to Wendy’s growth in the UK. “The support from the company team is great, and they are always on hand to offer directional guidance, be it construction, supply chain, or operations related. It really does feel like all of us are working together with the goal of making Wendy’s a success in the UK,” he adds, highlighting an approach that’s been proven time and time again to succeed in franchise expansions. Getting the timing right Capitalising on British love for luxury ice cream and recognising significant untapped potential in the UK market, Häagen-Dazs is making a return to Greater London, having recently announced big plans to open at least 25 outlets in the next five years. The ice cream icon closed its last permanent branch in 2015 but has since tested the water with a pop-up in John Lewis’ flagship Oxford Street store, enabling the brand to gain crucial insights into a resurgence of consumer demand for luxury desserts. “The success and extended duration of the pop-up store re-affirmed a clear appetite for Häagen-Dazs,” says Aurélie Lory, global managing director at Häagen-Dazs Shops. “By observing flavour rankings, analysing consumer feedback, and monitoring Google reviews, we were able to get a deeper “Aligning with a globally recognised franchise can inject a sense of pride and purpose, knowing you’re contributing to a brand’s global success story while also carving out your own path” WHAT-FRANCHISE.COM 59