Wendy’s Enters Georgian Market
12 April, 2012
Wendy’s Enters Georgian Market

The US-based Wendy’s gave a franchising right to Georgia-based Wissol Group on deployment  of  25 restaurants of Wendy’s in Georgia and Azerbaijan over the next 10 years. The agreement was signed on April 5, 2012 in Tbilisi and Prime Minister of Georgia himself accompanies with two ministers - of economy and infrastructure  - attended the presentation and delivered speeches. 

 

Wissol plans to open its first Wendy’s outlet in Tbilisi in 2013 in the building of former Post Office of Georgia on

Rustaveli Avenue just a one-stop away from its key competitor  McDonald’s restaurant near Rustaveli  subway station. After Tbilisi, Wendy’s is supposed to be opened in Batumi and Kutaisi.

“Georgia is a dynamic market with long-term growth potential for the Wendy’s brand, and it plays an important role in our continued expansion in Eastern Europe,” said Darrell van Ligten, President International of the Wendy’s Company. “We’re privileged to have the opportunity to team with a strong, highly capable organization like the Wissol Group, which shares our passion for quality and exceptional customer service. We believe our great-tasting signature menu, featuring made-to-order cheeseburgers, premium chicken sandwiches, fresh salads, French fries, chili and Frosty desserts, will appeal to Georgian consumers, who are looking for more options and greater variety with ‘A Cut Above’ quality.”

Wendy’s with its 6500 fast food restaurants in 27 countries in America and Europe operates only in Russia among the post-Soviet countries at the moment. Nika Gilauri, Prime Minister of Georgia, tied the Wendy’s entrance in Georgia with economic development of the country and expressed hopes that if more brands come to Georgia, the more tourists will follow them.

According to Gilauri, each Wendy’s restaurant will employ up to 50 persons plus 250 people will be engaged in distribution.  Vera Kobalia, Minister of Economy of Georgia, stressed that the Wendy’s is a number two biggest fast food network after the McDonald’s in the US and that entry of brands like Wendy’s and McDonald’s sends a signal to other brands  that they can invest in Georgia.

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