The American fast-food chain Wendy’s has announced the opening of its first restaurants in Romania, with plans for rapid expansion and the creation of over 1,500 new jobs over the next 10 years.

To better understand brand awareness in the Romanian market, Minio Studio partnered with MKOR to conduct a market research study aimed at evaluating consumer reactions to the idea of introducing the Wendy’s brand in Romania prior to full development and launch.

Thanks to the research conducted by MKOR, the study measured brand attractiveness, purchase intent, and potential areas of improvement for Wendy’s products.

Consumer Perception of the Wendy’s Brand

To ensure a successful launch in Romania, Wendy’s must understand how consumers perceive the brand and tailor its strategy to meet their expectations.

In this context, the market study conducted by MKOR aimed to uncover:

  • How familiar Romanian consumers are with the Wendy’s brand and how they perceive it.
  • What expectations they have regarding the menu, pricing, and overall dining experience.
  • How Wendy’s compares to both local and international fast-food competitors.

The results of this study helped the brand make informed strategic decisions, optimizing its offering and market positioning to ensure a strong impact in Romania.

The success of a new product or service depends on how well it meets consumer needs and preferences. Concept Testing by MKOR is the research tool that helps you evaluate market reactions before full development and official launch.

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Research Objectives

The Concept Testing study conducted by MKOR focused on the following objectives:

  • Initial reaction and brand appeal: How Romanian consumers perceive Wendy’s at first glance and whether the brand feels familiar or completely new to the market.
  • Concept understanding: Whether consumers quickly and clearly understand what Wendy’s offers.
  • Purchase intent: How likely consumers are to try Wendy’s once it launches.
  • Potential improvements: What changes Wendy’s could consider to better adapt to the local market.
  • Comparison with existing alternatives: How Wendy’s is positioned and differentiated from already popular fast-food chains.

Why Test a Concept Before Launch?

Launching a product or service without prior validation can lead to financial losses and market failure. A concept testing study provides crucial insights into consumer preferences, potential barriers, and necessary adjustments to ensure a successful launch.

Benefits of concept testing:

  • Reduced financial risks: avoid investing in products that lack real market demand.
  • Offer optimization: fine-tune your product based on direct consumer feedback.
  • Target audience identification: discover who your ideal customers are and how to capture their attention.
  • Competitive differentiation: uncover what makes your brand unique and how to leverage that advantage.
  • Higher launch success rate: go to market with a validated product and a solid strategy.

Assess the potential for a successful launch! Contact MKOR for a Concept Testing study tailored to your company’s needs!

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About the Fast-Food Market Research

This study was based on primary research, collecting data directly from the source through an online survey.

  • Target market: Romania
  • Audience: nationally representative sample
  • Research type: quantitative
  • Methodology: online survey (CAWI)

About Wendy’s

Wendy’s is one of the most well-known fast-food chains in the world, recognized for its fresh, never-frozen beef burgers, crispy fries, and iconic desserts like the Frosty. Founded in 1969 in the United States, the brand is known for its commitment to quality and freshness, offering made-to-order meals and an innovative menu.

With a global presence in over 30 countries, Wendy’s continues to expand, bringing its unique experience and high fast-food standards to new markets. Entering Romania marks an important milestone in its European expansion, offering consumers a premium alternative to classic industry burgers.

Ready to Unlock Your Business Potential?

MKOR is an innovative and agile research agency. We believe that insights gathered directly from the market—about your consumers and how they perceive your brand—provide a clearer picture of both your potential and the challenges ahead. Agility and empathy in business are our superpowers.

Schedule a meeting with us today for a personalized study tailored to your organization’s research needs.

Agile Brand Tracking – Monitor Your Brand in Real Time

Do you know how your brand is perceived in the market? Agile Brand Tracking by MKOR gives you up-to-date data on your brand’s awareness, positioning, and perception, helping you make fast, informed decisions. Using a flexible and efficient methodology, we continuously collect relevant consumer feedback, providing valuable insights into your brand’s evolution and competitive landscape.

What are your benefits?

  • Continuous monitoring: access fast data (even monthly) on the impact of your campaigns and market changes.
  • Maximum adaptability: choose the frequency and key indicators that matter most to your brand (we even offer a special package with four research waves per year).
  • Fast, informed decision-making: optimize your marketing strategy based on concrete data.

Discover how to grow your brand with precise, actionable insights! Get in touch for a tailored solution!