Wendy’s made its debut in Hungary in 1994, launching its first outlet at Budapest’s Oktogon. In the years that followed, it grew to around seven branches across the country. Yet by 2002, the brand fully pulled out of the Hungarian market, largely due to financial strains.

The company’s growth approach in Hungary was seen as too aggressive, given the scale and development level of the domestic fast-food sector at the time. Wendy’s found it difficult to reach the profit margins needed to maintain operations. Moreover, conflicts with local vendors and franchisees eventually triggered the dissolution of its Hungarian business.

In the late 1990s and early 2000s, Wendy’s also exited other European countries - including Greece, Germany, and Spain - as part of a wider effort to focus on markets offering stronger returns.

The brand now operates 7,200 restaurants in over 30 countries. Its global revenue stands at $14.5 billion, with 95% of outlets run by franchisees, a model the company credits as a key driver of its international success.

Wendy’s resumed its European expansion in 2021, beginning with the UK, where it now operates more than 45 restaurants. The chain entered the Romanian market in the spring.

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