Wendy’s positions as ‘challenger’ of Australian legacy brands

The country’s market is defined by high standards and intense competition.

Wendy’s operator, Flynn Group, says it is positioning the US burger chain as a challenger of legacy brands in Australia’s highly competitive quick-service restaurant (QSR) sector.

Speaking at the QSR Media Conference & Awards 2025 Powered by Red Bull, Flynn Group President for APAC Richard Wallis—who also oversees Pizza Hut in the region—described the country’s market as a mature, demanding environment where execution standards are high and competition intense.

The brand opened its first restaurant in Australia earlier this year and plans to grow to 200 locations by 2034.

Wallis described Wendy’s Australian rollout as a chance to introduce the brand differently from its US counterpart. “It’s been fantastic to come into a market where we can challenge legacy brands. We’ve got a real opportunity to think differently,” he said in a panel discussion.

“You don’t survive here unless you’re really good at what you do,” he said, adding that brands must offer both quality and experience.

Meanwhile, the chain has been given flexibility to localise its brand for the Australian market. “We built a brand framework specific to Australia before opening stores.” Meanwhile, operational standards remain critical, but experience and engagement now play a greater role in consumer preference.

Customer expectations have changed since the pandemic, as diners now look for a deeper connection with the place, the people, and the food. Wallis pointed out that shift is driving brands to invest in service design and in-store atmosphere alongside traditional efficiency metrics.

At Pizza Hut, Wallace said the chain continues to post consistent growth. “This year will be the record number of openings.” Flynn Group now works with 240 franchisees and is focused on improving “visibility and availability” across its network.

Across both brands, Wallace said the group’s strategy is to maintain high operational standards whilst giving local teams the autonomy to tailor global concepts to Australian preferences.