Attention all fans of burgers and Americana: Wendy’s is set to make a sensational return to Switzerland. According to a report from CH Media, following the successful return of other fast-food brands, the American chain has its sights set on Swiss cities.
In a statement, the Wendy’s fast food chain confirmed that Switzerland was one of the countries it plans to expand to. The company, which operates 7.000 restaurants in 30 nations worldwide, is planning to build 700 new branches by 2028, of which many will be in Europe.
Founded by Dave Thomas in Ohio in 1969, Wendy’s is now the world’s third-largest hamburger fast-food chain. With restaurants styled to resemble the height of 1950s Americana, it is most famous for its square hamburger patties, sea-salted fries, the Baconator and the Frosty frozen milkshake.
However, this isn’t the first time that Wendy’s has opened its doors in Switzerland. In the 1980s and 1990s, the brand operated burger joints in Lausanne, Geneva and Bern, but by the 2000s falling profits forced their closure.
Switzerland is a notoriously tough nut to crack, with Kentucky Fried Chicken, Burger King and Pizza Hut all failing to establish themselves when they first opened. However, recent years have seen new life sprouting in the graveyard of fast food empires, with Burger King and KFC both returning and expanding their operations.
Recent years have seen a wave of new restaurant chains arrive in the country. Five Guys launched their first branches in Geneva and Lausanne, and opened its first store in German-speaking Switzerland in late 2023. Carl’s Jr followed in December 2023 and in May 2024, Taco Bell confirmed that it was looking to open its first store too.
The Wendy's announcement also comes as other resident chains continue to expand their operations. According to Watson, Burger King, Subway, Holy Cow and KFC are expected to add an extra 100 branches across Switzerland, with McDonalds set to open six new branches every year.
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