The move is part of the US burger brand’s Future Fresh project, which is part of Wendy’s broader strategy to strengthen its presence in new markets where the brand is expanding by creating a more modern, distinctive and digitally-enhanced customer experience.
Shaped by insights from consumers, franchisees and learnings from new market entries, the company says that Future Fresh ‘integrates restaurant design, digital experiences and brand expression into one cohesive platform’.
The refreshed UK restaurants feature a new exterior that emphasises Wendy’s blue colour palette, to give the brand visual differentiation in the competitive burger sector. The design pays homage to the brand’s roots, as the very first Wendy’s restaurant featured a blue and white exterior.
The restaurants will feature new technology to support digital and in-restaurant ordering and streamlined layouts.
“Future Fresh represents the next chapter of Wendy’s growth journey in the UK,” says Michael Clarke, managing director at Wendy’s UK.
“As we celebrate five years in the market, it’s important that our restaurants reflect the modern, high-quality experience customers expect while staying true to the heritage and personality that makes Wendy’s unique. We’re excited to bring this refreshed look and feel to Reading and Kingston, giving customers more reasons than ever to visit.”
Wendy’s relaunched in the UK in June 2021, having previously tried to secure a foothold in the market in the 1980s and ’90s, and currently operates 48 restaurants in the UK.
The group made its debut in Scotland at the end of last year with a site in Linwood, Renfrewshire, that operates in a partnership with franchisee Square Burgers.
Wendy’s has previously said it has a long-term ambition to open 400 UK sites.
The UK upgrades represent the latest phase of Wendy’s ongoing investment in the UK, according to the company.