What making burgers in America taught me about marketing.

Back in the day, when I was 20 and a student, my friend and I spent our 3-month summer break working in America. Yes, three months off — those were the days!

After a couple of weeks holidaying in Florida (because we were exhausted students obviously!), our first job was at a theme park in Ohio. But the real work came later, when we moved down to Maryland and found jobs at Wendy’s. Yes — Wendy’s, that burger place next to McDonald’s and Burger King, and not something I’d really heard of back home.

We worked hard, I even got promoted to Sandwich maker but not the coveted Drive Thru job as they said no one could understand me (cheek) and we lived without many “home comforts”, and seriously learned what it meant to sell something people wanted!

Fast forward to now, and an article I read this Sunday had me reflecting on that time. It turns out Wendy’s is making a comeback in the UK, along with many other American fast food chains. There are over 1,100 new sites planned in the next four years by brands including Wendy’s, Popeyes, Chick-fil-A, Denny’s, Chuck E. Cheese and more. (The Times)

What’s changed since those days of McDonald’s being the big American name in town? A few key things:

• Social media & influencer culture. People see influencers and celeb-food fans sharing photos, talking about the taste, — suddenly locals want it too. Wendy’s and Popeyes aren’t just selling chicken or burgers, they’re selling visibility and image.

• Strategic expansion. These brands are planning widely: existing chains growing hundreds of new outlets, new brands customizing menus for UK tastes (so they don’t feel completely foreign). It’s not random — it’s data, demand, location.

• Cultural familiarity. Thanks to media, TV, celebrity culture, Brits already know these brands. Even before any store opens, people feel like they exist. You’ve probably seen TikToks, Instagram stories, even memes — all building brand awareness.

It reminded me: in business, your product or service might be brilliant, but if people don’t know about it or aren’t emotionally connected to it, it can stay in the shadows.

Just like when my son exclaimed before our holiday to Florida that he couldn’t wait to go to Walmart (seriously), because the families he watches on You Tube shop their and have all their “merch” there. The hype — branding + visibility win.

So now, when you think of your business:

• Are people seeing what you do?

• Are you showing up in places your audience already visits (social media, video, reels, influencer content)?

• Is your branding / messaging doing the emotional work of making people want you not just need you?

Food for thought this Tuesday as the UK catches up with the fast-food invasion. By the way if you do venture into a Wendy’s when they arrive I can fully recommend their Frosties!!

Speak soon,

Cherie