Wendy's moving into the Brazil market
June 27, 2016
by MEAT+POULTRY Staff
DUBLIN, Ohio – The Wendy's Company announced its upcoming entry into Brazil, with plans to grow the brand considerably over the next few years.
The undertaking will be called Wendy's Brazil, a joint venture formed in 2015 between affiliates of Infinity Services and Starboard, one of Wendy's largest US franchisees, and a subsidiary of The Wendy's Company.
Wendy's Brazil plans to hold the grand opening in mid-July for two restaurants in São Paulo.
"We choose São Paulo for the Wendy's introduction because it is the main financial and gastronomic capital of the country," said Marcel Gholmieh, CEO, Wendy's Brazil and Infinity Services. "Our initial objective is to create flagship restaurant locations, establish the Wendy's brand and then, longer-term, start thinking about potential partnerships with local groups in other areas of Brazil."
Based in São Paulo, Infinity Services has brought several well-known restaurant brands to Brazil in recent years. Starboard is led by veteran Wendy's franchisee Andrew Levy, CEO, and Marcos Silva, president. The company operates 182 Wendy's restaurants in nine states.
"We are pleased to partner with two highly capable operators who have a growth mindset, proven restaurant experience and a strong customer focuses," said Bob Wright, executive vice president, COO and International of The Wendy's Company. "We believe this joint collaboration will provide a springboard for growth. Starboard has a deep knowledge of Wendy's operations and what it takes to run a successful Wendy's restaurant, while Infinity Services is immersed in the Brazilian market and culture.”