A major American fast food chain has announced that it will be opening its first branches here in Ireland by the start of next year, entering an increasingly competitive market.
Wendy's became known for its square ground beef hamburgers that hang over the edge of the bun, including their famous Baconator, and their Frosty frozen desserts.
The company has been a staple of American fast food since it was founded in the late 60s and the chain is currently eyeing up franchisees in Ireland, as well as Romania.
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Wendy’s already has 30 locations in the UK and sees potential for as many as 400, with half of those being drive-thrus.
Getting into the Irish market may prove tougher however, as the lower population and already high level of choice in fast-food could be a recipe for disaster.
Wendy's would need to compete with the famous global brands that have been here for decades such as McDonald's, Burger King, KFC and Subway and the less popular brands imported directly from the US such as Five Guys, Dominos and Pizza Hut.
That's before even mentioning the major success of home-grown Galway chain Supermac's, which just last month celebrated after winning a major trademark case against McDonald's.
The highest court in the EU ruled in Supermac's favour over a dispute that has stretched back years over the use of the term "Big Mac".
If Supermac's can hold its own against the biggest fast food chain in the world and come out on top, Wendy's may have a tough time expanding its reach west of the Shannon.
Later in June, a Scottish food reviewer shared his thoughts on the "Irish version of McDonald's" after he tried Supermac's for the first time.
Not only was he blown away by the bacon cheeseburger, calling it the "best burger I've ever had", but he said he'd be willing to pay £9 for the menu item, the equivalent of €10.60 and over €3 more than the current price. High praise.
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