‘100pc better’: Why Macca’s needs to worry (2024)

The burger behemoths of McDonald’s and Hungry Jack’s have seen off multiple takeaway blow-ins trying to cut their grass.

But, the painful truth is, they’d be wise to start fretting about the impending entry of Wendy’s into the $9 billion Australian market for burgers, nuggets and fries.

Just ask fast food loving Americans.

“Wendy’s is 100 per cent better than McDonald’s or Burger King,” construction worker Jordan Sullivan told news.com.au in a branch of the US’s second largest burger chain, located a few blocks from New York City’s iconic Grand Central station.

“I’d go out of my way for Wendy’s,” he said.

But the woes of another US fast food giant in Australia should serve as a warning to Wendy’s – it may not be easy winning over Aussies.

Wendy’s was founded by cook Dave Thomas in Ohio, deep in America’s Midwest heartland, in 1969.

The company is named after his fourth child Melinda Lou “Wendy” Thomas with the logo, a smiling red haired girl, based on her.

Wendy’s now has more than 7000 locations globally and is second only to McDonald’s – although by some margin – in the US.

Now it’s hungry to expand in Australia.

Earlier this year, Wendy’s international president Abigail Pringle said the brand had grand plans.

“We think that the Australian market could be hundreds of restaurants,” she toldTheAustralian Financial Review.

“Wendy’s will position as comparable in quality to ‘better burger’ brands, with pricing comparable to traditional fast-food competitors,” she later added to NewsCorp.

Australia’s quick service market is expected to grow 32 per cent over the next five years to $8.7 billion, according to data analysts Euromonitor.

In 2019, Macca’s had 25 per cent share of the market and Hungry Jack’s, Burger King’s Australian franchisee, 9 per cent. Which actually means Hungry Jack’s is bigger in Australia than BK is in the US, where its market share isn’t even 2 per cent.

When it does make landfall, expect Wendy’s menu to include its signature square hamburgers and “Frosty” frozen desserts alongside spicy nuggets, fries, chicken burgers, wraps and salads.

For Mr Sullivan, chowing down after work, it was all about the fries.

“They’re less soggy and less salty. And they don’t taste floury.”

Luis Calico told news.com.au he preferred the chicken at Wendy’s, above that of McDonald’s or Burger King, the owner of Hungry Jack’s.

“It doesn’t taste like it’s been frozen,” he said.

“I feel like its fresher and they have the best nuggets. They have more white meat than at McDonald’s which seems more processed.”

Wendy’s indeed prides itself that its chicken isn’t frozen, while McDonald's US concedes its McNuggets are prior to cooking.

Are the burgers better at Wendy's?

In an entirely unscientific taste test, could Wendy’s make it against Macca’s? Are the burgers better than Hungry Jack’s?

From a Manhattan Wendy’s, News.com.au grazed on a “Dave’ Single,” named after the founder Dave Thomas, a serve of fries and a chocolate Frosty.

The Dave’s Single, the equivalent of a quarter pounder, is not a bad looking burger. It had a plump shiny bun and a chunky – and yes – very square pattie.

Wendy’s said its burgers are square so customers can see them peeking out of the bun rather than hidden inside.

The meat tasted flame grilled (although it’s actually cooked on a grill), which elevated it to Hungry Jack’s level of richness.

A solid piece of melty cheese enrobed the burger and the ketchup and mayo were just as generous. The tomato, onion and lettuce were thick and crispy which added a zing of freshness.

Ms Pringle’s assertion that Wendy’s is comparable with “better burger” brands might be over egging it: Grill’d can be chill’d; Shake Shack can stop shaking.

But for a burger on the run, it was a cut above.

However, the chips were a genuine revelation. They may make you shun the sad pale little Macca’s fry for ever more.

It’s a potato panacea.

Fried with the skin on, you can see the grain of the potato and all the natural imperfections as the colour changes on the fry from a sunny golden to deep brown.

Whereas other takeaway chips can look like they’ve been extruded from a giant machine, one long fry endlessly divided, these looked almost hand chopped. Although that’s probably not the case.

Tossed in sea salt, they were less drearily fluffy and more satisfyingly crispy.

One product that lets Wendy’s down

The let-down of the meal was the Frosty, Wendy’s longtime dessert which competes with McFlurry and Hungry Jack’s Storm.

It was bland, boring and surprisingly fake tasting after the hit of the rustically real chips.

Two varieties are available – strawberry and “classic” chocolate – and there are none of the additions you get with its rivals like Flake chunks or crushed M&Ms. They’re gimmicks, for sure, but they also add a bit of texture. Without them the Frosty is a monotonous cold blob.

The dairy dessert had a strong hit of malt to go with the cocoa. But unlike a McFlurry, which feels at least ice cream adjacent, the Frosty felt artificial – a frozen confection if you will.

Taco Bell warning to Wendy’s

It won’t be a cake walk for Wendy’s to break into the Australian fast food market, dominated as it is by McDonald’s, Hungry Jack’s, Dominos and KFC and with strong second rung players like Oportos and Red Rooster.

Look no further than Australia’s KFC franchisee Collins Foods which brought US powerhouse brand Taco Bell to these shores.

Hugely popular in the US – with as many stores as Wendy’s – Australia’s love for Mexican food brands such as MadMex and Guzman Y Gomez should have meant Taco Bell would find a receptive audience.

But Collins Foods said late last year that following a sales drop at Taco Bell in Australia it was hating the rollout – indeed its closed several relatively new stores – “to ensure the long-term strength of the brand and to generate the required return on investment”.

So far, there are only about 20 Taco Bells in the country compared to 700 of its sister brand KFC.

The company has admitted it needs to “refine every element” of Taco Bell Australia, including the quality of the food it dishes up.

Wendy’s, which also aims to partner with local franchisees, will be keen not to repeat the Taco Bell bungle down under.

It’ll be a task made even harder given there are more established and deep pocketed competitors in the burger than burrito market.

Nonetheless, Wendy’s reckons there’s a space for square burgers and Frostys; that it’s found a sweet spot.

“Wendy’s is a challenger brand, and we believe there is space in the hamburger category to offer something different,” said Wendy’s Ms Pringle.

Mr Sullivan, in Midtown Manhattan, devouring his pretzel bacon chicken burger with beer cheese sauce, agrees.

“100 per cent Wendy’s will do well in Australia.

“Absolutely”.