JKC Capital, the Wendy’s® master franchisee in Romania, has partnered with local creative agency Minio Studio as the agency of record to lead its strategic marketing and communications efforts in the country. From strategy and research to execution, content creation, and cultural integration, Minio Studio has been behind the bold and beloved Wendy’s Romania launch – built not just for the Romanian market, but with it in mind from the ground up.
As the lead strategic and creative partner, Minio Studio is overseeing 360° marketing efforts: driving consumer research, defining local positioning, crafting brand claims, and orchestrating the full-scale launch including social media communication, influencer activations, employer branding, and culturally relevant events.
“Minio Studio has been an exceptional local marketing partner, combining deep strategic thinking with a genuine care for the Wendy’s brand,” said John Chayka, CEO of JKC Capital. “Their attention to detail and commitment to getting every element right was the recipe for success during the launch. We highly recommend them to any organization looking for a team that treats your business like their own.”
A Historic Launch, a Cultural Moment
Wendy’s is one of the world’s leading quick-service restaurant (QSR) brands. Its entry into Romania was met with great anticipation and huge customer turnout. At the grand openings in Mall Moldova, Iași & Mega Mall Bucharest, hundreds of fans formed long queues – some waiting hours – for a first taste of Wendy’s fresh, never frozen square hamburgers, whole-breast chicken sandwiches, and signature Frosty® desserts. The launch wasn’t just successful, it became a social media moment and milestone for Romania consumers.
The goal is to now keep that momentum going. With additional new restaurant openings planned and local excitement continuing to grow, JKC Capital is investing in long-term brand building – bringing the best hamburgers in the business and exceptional hospitality to every touchpoint.
Brand Building in a Busy Market
Launching a new brand in Romania – especially in the QSR sector – is no small feat. The market is crowded, with both homegrown favorites and international heavyweights vying for attention. Add to that a tense and shifting economic landscape, and the challenge becomes even more complex.
But for Wendy’s, it’s about fulfilling its brand promise to serve fresh famous food, made right, for you. Through engaging social content, culturally relevant storytelling, and brand experiences that surprise and delight, Wendy’s is more than just a place to enjoy a meal – its a globally recognized brand.
“Working with the JKC Capital team to launch Wendy’s in Romania has been one of the most creatively fulfilling partnerships we’ve experienced,” said Ioana Mucenic, CEO of Minio Studio. “What makes it exceptional is the balance between clear strategic guidance and the creative freedom we’re trusted with. It often feels like we’re an extension of the brand – and that sense of unity is what allows us to build something bold and meaningful.”
A Brand Made for Romania
While the Wendy’s brand brings decades of global success, its Romanian launch marked a global first: in partnership with the brand, creative assets – including packaging, photography, video content, and even a culturally reimagined logo – were produced locally. This wasn’t about importing and adapting; it was about creating something from Romania, for Romanian consumers.
Minio Studio ensured that the Wendy’s voice – witty, bold, and unapologetically itself – remained front and center, while also connecting with local heritage, humor, and values.
Looking Ahead
The partnership between Minio Studio and JKC Capital to support Wendy’s in Romania is just getting started. With long-term plans in place and a growing fanbase, the goal is clear: to make Wendy’s the go-to QSR restaurant for consumers and be a standout voice in everyday conversations. Through strategy, agility, and creativity, Wendy’s Romania is poised not only to grow, but to lead.
