Concluding it can be said that the concept of Wendy's might be a challange to launch in Europe since there are many other fast food chains existing. The fact that people want to live healthier does not make it easier. One advantage of Wendy's is that they use fresh meat and ingriedients which might be appealing to many people.
Nevertheless the people in Europe associate fast food with the known chains like Mc Donalds, Burger King and KFC with which the needs are actually satisfied.
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