Wendy’s makes an unexpected move that surprises and challenges KFC in the US

Wendy’s has begun to revolutionize the fast food sector in the United States. The chain has announced a set of changes and strategies that could leave its competitors, especially KFC, in a complicated position.

During the first quarter of 2025, Wendy’s opened 74 restaurants worldwide. Of these, 28 are located in the United States. This accelerated pace is part of a clear objective: to grow between 2 and 3% in net units this year. This expansion is based on a detailed analysis of markets with high potential.

Abigail Pringle, President of Wendy’s in the United States, highlighted the importance of franchisees in this stage. "Growth-minded franchisees are key to expanding our brand in 2025 and beyond. Each opening strengthens the brand and creates opportunities in communities," she explained.

Wendy's Launches New Format

To support this growth, Wendy’s is implementing the Global Next Gen format. It is a modern and efficient design. Its objective is to accelerate service and improve the customer experience. This model combines advanced technology with optimized architecture to maximize performance.

Among the technological innovations are digital menus and self-order kiosks. In addition, the digital assistant FreshAI® helps employees provide faster and more consistent service. The restaurant design reduces construction costs and improves production capacity by nearly 50%.

Wendy’s is also committed to energy efficiency. Its stores use advanced lighting and specialized HVAC systems. This allows them to save 10% in energy consumption, contributing to sustainability.

Tatiana Lambert, Vice President and Director of Development, stated: "This quarter's progress reflects the effort of our teams and operators. We seek partners who share our promise: Fresh and Famous Food, Well Made, For You."

Part of the strategy includes the Build-to-Suit program. This program reduces the initial investment for new franchisees and offers them full support from site selection to construction.

Mike Zak, President of Wenzak, is one of the beneficiaries. He opened a new restaurant in Arizona thanks to Build-to-Suit. "The program transformed our growth. It allowed us to focus on providing excellent food and service," Zak commented.

Wendy's Sends a Warning to Its Competition

While Wendy’s is growing rapidly, KFC faces strong competition. Wendy’s innovation and expansion pose a direct challenge to KFC, which dominates the fried chicken market.

Wendy’s is not only growing in the United States. It is also expanding its international presence. It opened multiple locations in Canada, Mexico, and Australia. In Asia Pacific, the Middle East, and Africa, it inaugurated its 500th restaurant, consolidating its rapid growth.

The combination of technology, sustainability, and support for franchisees is yielding results. Global Next Gen and the focus on customer experience are key to its success. Wendy’s shows that competition in fast food is increasingly tough. KFC and other rivals will have to adapt in order not to lose ground.