Wendy’s inks two Mexican franchise deals, adding 62 restaurants in Sinaloa, Durango, Mexico City

MEXICO – Wendy’s has signed two new franchise agreements to open more than 60 restaurants across Mexico, marking a significant expansion in the promising market.

The deals come as the company executes its “Project Fresh” turnaround plan, which includes closing approximately 300 underperforming U.S. locations while aggressively expanding internationally.

Two Partners, Two Regions, One Strategy

The fast-food chain partnered with AJ Group to roll out 50 outlets in Mexico City and the states of Mexico, Hidalgo, and Morelos.

AJ Group’s background in property development and restaurant operations is expected to support Wendy’s push into dense urban areas and other high-traffic locations.

The first restaurant under this deal is scheduled to open in Mexico City before the end of the year.

AJ Group CFO Galdino Palafox expressed enthusiasm about the partnership, stating that by combining Wendy’s brand strength with their local development experience, they would create welcoming restaurants reflecting the energy of Mexico City and surrounding markets.

Wendy’s signed the second agreement with WS Pacific to open 12 outlets in the northern states of Sinaloa and Durango.

WS Pacific brings experience in restaurant operations, construction, and local market development, which the company expects to leverage as it builds its presence in northern Mexico.

The first restaurant under this agreement is also planned to launch by year-end.

WS Pacific CEO Rodolfo Silveyra Muñoz described the expansion as an incredible opportunity perfectly aligned with their growth ambitions, noting that consumers in Sinaloa and Durango would welcome the brand with open arms.

International Momentum Amid Domestic Restructuring

The Mexican expansion demonstrates Wendy’s commitment to international growth even as it streamlines its U.S. footprint through “Project Fresh,” a four-pillar turnaround plan focused on brand revitalization, operational excellence, system optimization, and capital allocation.

The company’s international business generated a 6.2% same-store sales increase in the fourth quarter of 2025, with 59 new international locations opened and a record 121 net new restaurants added globally for the full year.

EJ Wunsch, Wendy’s President of International, framed the new partnerships as creating opportunities for franchisees who want to join a fast-accelerating, globally recognized brand.

Carlos Ribas, Managing Director for the Latin America and Caribbean Region, emphasized that Mexico’s burger QSR market has shown impressive momentum, growing at an average annual rate of 14.3% over the past five years to reach US$2.4 billion in 2024.

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