Dive Brief:
- Wienerschnitzel will open seven units in Virginia, its first East Coast market, as part of a franchising deal signed with Leon Dickey, a former McDonald’s operator, according to a Tuesday press release.
- The deal covers the Norfolk and Richmond areas, and Dickey said he believes the brand has significant opportunities for further East Coast growth.
- Wienerschnitzel previously shared other growth plans this year, including a move to open six units inside Walmart stores, that give the brand footholds in various areas and concepts.
Dive Insight:
The 340-unit brand is pursuing a broad strategy of market expansions. It opened its first Arkansas site in 2023 after announcing a new franchisee incentive program, and its first Nebraska store in January, along with new units in Texas and Colorado.
But the Virginia deal brings Wienerschnitzel close to the major markets of the I-95 corridor and the rest of the East Coast for the first time.
Ted Milburn, director of franchise development at the chain, said the deal marked a major milestone for the brand.
“Entering Virginia with a seasoned, rock-solid operator who has a strong background in running successful restaurants gives us tremendous confidence in the future of this market. It's a big step in our national growth strategy and the beginning of exciting momentum beyond our traditional footprint,” Milburn said in the press release.
Other restaurant brands based on the West Coast and Mountain West are targeting the East Coast for expansion. Mountain Mike’s, for example, is focused on development in Virginia. Fatburger, another California brand, recently announced a 40-store expansion in Florida, which would make that state one of the brand’s biggest markets. In-N-Out is building a distribution center in Tennessee that would bring its logistical operations much closer to the East Coast. It plans to open its first restaurant in the state in 2026.
