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For my $, Wendy's is winning the value competition. Their value deals are cheap and decent, their reward system is better, their online deals are better. Subjectively, I like the taste better, so that's nice too.
BK and McD offer better deals at volume than for a single person meal, but even then it's not better than Wendy's. Single person it's just not even a contest.
Hmm. So, setting aside the business discussion, I personally prefer Wendy's too, but there are also a fair bit more McDonald's locations out there than there are Wendy's locations (not even to mention the European Union situation, where Wendy's isn't present at all due to a trademark dispute with some Dutch restaurant). So it's not always an option to do Wendy's.
https://locations.wendys.com/
This has 6,029 Wendy's locations in the US.
McDonalds doesn't appear to say, but it looks like these guys run a count:
https://www.scrapehero.com/location-reports/McDonalds-USA/
They have 13,529 McDonald's locations in the US.
I'm pretty sure that's not the actual reason. Nothing is stopping them from operating in the EU under a different name.
They could, but that's at a significant disadvantage, since a lot of a franchise is its brand.
https://www.gourmandize.com/article-8303-why-are-there-no-wendy-s-in-europe.htm
That's a silly reason not to bring their formula to Europe under a different name, say call it Bendy's, with similar design aesthetic to the US franchises.
In the race between BK, McD, and Wendy’s, Chipotle is winning the value competition
Fuck Chipotle and their diarrhea burritos.