Wendy's Remains Among Top 10 Global Restaurant Brands Despite Sales Decline

The fast-food chain maintains its ranking despite planned store closures and weaker U.S. performance in 2025.

Published on Feb. 13, 2026

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Despite a 4% decline in brand value to $4.9 billion and plans to close hundreds of underperforming stores in 2026, Wendy's has retained its spot as the 9th most valuable restaurant brand globally, according to a new report from Brand Finance. The Ohio-based chain saw weaker U.S. sales, margins, and profitability in 2025, leading to a 15% drop in net income. However, Wendy's international growth and 121 net new restaurants opened in 2025 have helped sustain its position among the world's top restaurant brands.

Why it matters

Wendy's ranking among the top global restaurant brands despite recent financial challenges underscores the strength and resilience of the brand, even as it faces pressure from lower-income consumers and plans to shutter underperforming locations. This highlights the importance of brand value in the highly competitive fast-food industry, where customer loyalty and global expansion can help offset temporary setbacks.

The details

Wendy's brand value declined 4% from 2025 to $4.9 billion in 2026, but it remained the 9th most valuable restaurant brand globally, just ahead of Pizza Hut. The company cited financial pressure on lower-income consumers as a reason for plans to close between 240 and 360 of its roughly 6,000 U.S. locations in 2026 as part of its 'Project Fresh' turnaround plan. In its 2025 fourth-quarter earnings, Wendy's reported a 44% drop in net income, a 11.3% decline in same-restaurant sales in the U.S., and a 15% drop in full-year net income to $165.1 million.

  • Wendy's announced plans in November 2025 to close hundreds of underperforming stores in 2026.
  • Wendy's reported its 2025 fourth-quarter and full-year earnings on February 13, 2026.

The players

Wendy's

An Ohio-based fast-food restaurant chain that is one of the most valued brands in the world, ranking 9th among the top 25 most valuable restaurant brands globally.

Brand Finance

A brand valuation consultancy that released the report ranking the world's top 25 restaurant brands.

Ken Cook

Wendy's Interim CEO who commented on the company's 2025 performance and ongoing 'Project Fresh' turnaround plan.

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What they’re saying

“Our fourth quarter performance was in line with our expectations, reflecting the challenges we anticipated. We are making progress against our Project Fresh turnaround plan in the U.S. and continue to deliver strong growth internationally.”

— Ken Cook, Interim CEO (Wendy's earnings statement)

What’s next

Wendy's plans to continue its 'Project Fresh' turnaround plan in the U.S. and focus on international growth to offset challenges in its domestic market.

The takeaway

Wendy's ability to maintain its status as one of the world's most valuable restaurant brands, despite recent financial setbacks, underscores the power of brand loyalty and global expansion in the highly competitive fast-food industry. However, the company's planned store closures highlight the need to adapt to changing consumer preferences and economic conditions.