Ireland’s Bold Move Against Fast-Food Giants: What It Means for Investors and Entrepreneurs Hungry for Opportunity

When American fast-food giants like Wendy’s, Taco Bell, and Chick-fil-A decide to set up shop in Ireland, you might wonder — is it a cultural takeover or just good business sense? Believe it or not, Ireland’s not just rolling out the green carpet; it’s becoming a hotspot because of shifting consumer habits and economic pressures that make fast food more than a guilty pleasure—it’s a necessary convenience. Pat McDonagh, the Supermac’s mogul who’s famously squared off with McDonald’s and still come out on top, isn’t losing sleep over these new entrants. Why? Because this isn’t just about burgers and fries; it’s a glimpse at how the rising cost of living redirects wallets and cravings alike. With US brands partnering with local players and leveraging forecourt locations, the landscape is evolving rapidly—and smart investors and entrepreneurs are watching closely. So, what does this fast-food invasion mean for homegrown businesses, and more intriguingly, for the Irish consumer? Let’s dig into the data, the deals, and the bigger picture behind America’s latest appetite for Ireland. LEARN MORE

With major American brands including Wendy’s, Taco Bell and Chick-fil-A announcing the opening of new outlets here, Galen English talks to industry experts to examine the change in consumer habits that’s making Ireland a lucrative destination for them

Ireland has nothing to fear from the invasion of American fast-food heavy hitters heading for our shores, according to Pat McDonagh.

Over the past 12 months some of the US’s best known fast-food behemoths have announced plans to expand to Ireland.

But the 73-year-old Supermac’s founder and owner is no stranger to taking on corporate giants and winning.

He famously went toe-to-toe with McDonald’s in a long-running trademark dispute and came out smiling.

But his company, which has about 120 locations on the island of Ireland and reported a profit of €28.9m in 2022, now faces a different threat from across the pond.

In recent months, Chick-fil-A, Wendy’s, Popeyes and Taco Bell have all announced plans to open shops in Ireland.

Taco Bell’s first outlet will open in September as part of a €15m investment in a new motorway service area at Junction 6 on the M3 in Dunshaughlin, Co Meath.

But why are these giants choosing 2025 as the year to open here?

Industry experts say the rising cost of living makes it increasingly prohibitive to eat out at a high-street restaurant, which is bolstering the fast-food sector.

Many of the new outlets will be on the garage forecourt after doing deals with Irish partners.

Wendy’s, famous for its squareshaped burgers and headquartered in Dublin, Ohio, has opened 7,200 restaurants — including more than 1,200 outside the US — since it was founded in 1969.

In November last year, the chain announced a franchise deal with Corrib Oil which will result in ten restaurants opening across the country between 2025 and 2027, creating 300 jobs.

Corrib operates 38 convenience stores with forecourts across 17 counties and has existing partnerships with BWG Foods (operating under its Spar brand), Texaco, Circle K, Insomnia, Apache Pizza, Subway and Zambrero.

Eugene Dalton, Corrib Oil chief executive, said at the time that the deal was a “significant milestone” in the company’s growth strategy.

He said the Wendy’s restaurants would be a blend of existing Corrib locations and new bespoke sites.

Taco Bell is also coming to Ireland in September, through a partnership with Applegreen.

The forecourt operator said it would open Taco Bell outlets at a number of its Irish locations in the next five years.

Matthew Johnson, new market lead for Taco Bell Europe, said that by partnering with Applegreen, it was able to bring its iconic menu and unique dining experience to Ireland and continue to grow as a global brand.

“The partnership with Applegreen will enhance Taco Bell’s presence in Europe, solidifying our regional footprint but also propelling our global growth ambitions,” he added.

Last May, US fried chicken giant Popeyes submitted a planning application to open a unit on Westmoreland Street in Dublin city centre.

The Louisiana-founded brand, with more than 4,000 restaurants worldwide, opened an outlet in Belfast’s Lesley Forestside Shopping Centre last year.

This was its first on the island of Ireland.

Meanwhile, Applegreen has agreed a new licensing partnership for Northern Ireland with Chick-fil-A, the US headquartered chain famous for their chicken sandwiches.

The first of two locations were Applegreen’s Lisburn South motorway service area on the M1, followed by the second location at Applegreen Templepatrick on the M2 in Antrim.

This follows Chick-fil-A’s recent announcement of its intention to invest $100m (€97m) to expand its business into the UK over the next ten years.

Applegreen already has a partnership with Chick-fil-A in the US and operates 14 restaurants at its US-based motorway service areas.

McDonagh, who founded Supermac’s in 1978 in Ballinsaloe, Co Galway, remains unfazed by the arrival of the biggest brands in the business.

He says his company its own plans underway to expand.

“There’s a lot of consolidation happening in the US at the minute, as sales have tightened up since Covid,” he tells BusinessPlus.

He says the same had happened in Ireland “to a lesser degree”, adding that the company has learned to adapt to a significant drop in night-time business by recouping it through an increase in daytime footfall.

He says it was his view US chains in the Middle East are also being impacted negatively by what is happening in Gaza.

“Some of the new arrivals may well succeed but we’re pretty well established, which is why I wouldn’t fear what is happening too much,” he says.

“In some cases, it will be direct competition, but we will just focus on progressing our own business.”

He cited the Barack Obama Plazastyle venture on the outskirts of Ennis, which is currently under construction, as a perfect example of their own ambitious plans.

According to local reports, the €10m project could be open by the end of the year.

“We’re continuously looking for good sites. We are at the moment looking for two or three planning permissions, two in the Republic and one in the North.

“There’s no such thing as standing still in business”.

He says the arrival of more US franchises was “always going to happen” eventually.

“We have quite a lot of franchises here already, like Starbucks and Subway,” he says.

“That’s business, you have to be prepared for competition. Competition is a good thing. It keeps everyone on their toes.”

Another key draw for US firms is the fact that the fast-food scene here is booming, according to Meaningful Vision, industry data trackers.

The Irish can’t seem to resist sinking their teeth into burgers, which account for over a third of all foot traffic in Irish chains, followed by coffee and pizza.

There was also a 5 per cent jump in overall fastfood visits in Ireland during Q4 2024 compared to the previous year.

Across the Irish Sea in the UK, the fast-food sector actually suffered a decline in Q4 2024.

The growth here is not just being driven by burgers and pizza, but also chicken, bakery/ sandwich and ethnic cuisines.

“The Irish fast-food market, with its high outlet density and evolving daypart trends, presents a dynamic mix of opportunities and challenges,” Maria Vanifatova, chief executive of Meaningful Vision, told Hospitality Ireland in March.

Adrian Cummins, the chief executive of the Restaurant Association of Ireland (RAI), says he has noticed the influx of new entrants to the Irish market.

Cummins says they will have “done the financials” to make sure the market can sustain any new outlets.

And he adds that the RAI is ready to support anyone who opens a business here.

“I’m not surprised that it is happening now, as timing is everything,” he says.

“When you speak to people today, they will tell you a night out is very expensive, so some people will use these new fast-food outlets to have a night in and not have to cook at home.

“It remains to be seen if they work, but you can be sure they have done the financials before making the decision to invest; in the US, they do market intelligence very well.

“Who thought Krispy Kreme in Blanchardstown would work?” he asks, referencing the donut chains launch in 2018.

“But it did.”