The former site of Italian restaurant Milano is now regularly swamped by crowds queueing for activations or watching weekly performances via City Sounds, one of Australia’s largest free outdoor live music programmes. The Brisbane Markets, held every Wednesday at Reddacliff Place, recently expanded into the mall, and Brisbane Economic Development Agency say they are constantly bringing new pop-ups to the CBD.
An unexpected sign of momentum dropped this week, with the news that US burger giant Wendy’s has submitted plans to open a store in the heart of the CBD on the corner of Albert and Adelaide Street.
After opening a store in Surfers Paradise in January, Wendy’s is planning to expand into Brisbane’s CBD. Credit: Paul Harris
Some responded with cynicism, predicting Wendy’s won’t find its feet in the Australian market, and will crash out like other US fast food chains. Others wondered whether a fast food outlet is what the city’s dining scene needs, particularly with KFC, McDonald’s and Hungry Jack’s in close proximity.
But that kind of saturation isn’t accidental, and Wendy’s ambitions to carve a place in the CBD says something about their perception of Brisbane.
While fast food chains tap into certain markets and demographics, clusters often form as a result of population growth and urbanisation.
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I think about the place I grew up. For most of my childhood, the closest fast food restaurants were a half-hour drive away. The “shopping centre” was a Franklin’s supermarket attached to the row of brick shops. By the time I finished high school, there was a Hungry Jack’s, McDonald’s, Subway, Red Rooster and a sizeable mall. Fifteen years on, the once desolate intersection also has a KFC, Guzman y Gomez, Broken Hearts Burger Club and drive thru Zaraffa’s.
In choosing Brisbane, Wendy’s Flynn Group Asia-Pacific president Richard Wallis said the “fast-growing city with a dynamic food scene” has always been a key part of Wendy’s Australian growth strategy.
“We’re confident the Wendy’s experience will resonate strongly there,” he said, adding, “fans across the country have been calling for us to open in their neighbourhoods and we’re thrilled to bring our … menu to the vibrant Brisbane community”.
The group’s decision to open in Brisbane’s CBD isn’t a punt in the dark. Australia is a growth market for international chains, with emphasis on growing places with strong tourism activity.
You’d also have to think a global giant like Wendy’s has resources to conduct thorough market research, and wouldn’t set up shop in a pocket suffering a slow but sure death. Maybe they have a saviour complex and eye to lead the CBD’s revival. Or, more likely, they’re investing in a place that they believe is burgeoning.
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