Wendy’s Expands in Mexico With New Restaurants in Sinaloa

US-based hamburger chain Wendy’s is accelerating its expansion in Mexico with plans to open 12 new restaurants in the state of Sinaloa, reinforcing the global fast-food chain’s growth strategy in the country while the broader restaurant industry prepares for a surge in demand linked to the 2026 FIFA World Cup. The project, presented in Culiacan, contemplates an estimated US$14 million investment, expected to create approximately 400 jobs, according to officials from the state government and representatives of the investment group behind the expansion.

The first restaurant under the plan is expected to open in the coastal city of Mazatlan, one of the state’s most important tourism and commercial hubs. The restaurant expansion reflects growing interest from international brands in Mexico’s regional markets, particularly in areas where tourism and services are expanding.

During a meeting with government officials, Feliciano Castro, Minister of Economy, Sinaloa, reviewed the investment proposal with Rodolfo Silveyra, CEO, WS Pacific, the Mexican investment platform responsible for developing and operating the franchise network in the state.

According to the proposal, the 12 restaurants will be deployed across Sinaloa, with Mazatlan hosting the first location. The project is expected to strengthen economic activity in sectors such as services, tourism and retail, while expanding employment opportunities for local residents.

Officials noted that the addition of international restaurant brands can also diversify the region’s gastronomic offerings and reinforce Mazatlán’s role as a major economic and tourism center in the state.

Wendy’s Growth Strategy in Mexico

The Sinaloa investment forms part of a broader expansion strategy by Wendy’s across the Mexican market. Founded in 1969 in the United States, the company operates more than 7,000 restaurants in over 30 countries, positioning it among the world’s most recognized quick-service restaurant brands.

In Mexico, the chain already maintains operations in several states, including Chihuahua, Nuevo Leon, Aguascalientes, Queretaro, San Luis Potosi, and Yucatan. The company recently announced plans to open more than 60 additional restaurants nationwide in the coming years through partnerships with regional franchise groups.

The government of Sinaloa, led by Governor Rubén Rocha, said the state will support the project through administrative assistance and access to local tax incentives such as Sinaloa’s Fiscal Promotion Certificates (CEPROFIES).

Restaurant Industry Prepares for World Cup Boost

While new restaurant investments are expanding across Mexico, industry leaders say the country’s food service sector is also preparing for a major demand surge linked to global sporting events. The 2026 FIFA World Cup, which will be jointly hosted by Mexico, the United States and Canada, is expected to become a significant economic catalyst for restaurants nationwide.

Claudia Ramírez, Executive President, National Chamber of the Restaurant and Seasoned Food Industry (CANIRAC), said the organization expects the sector to close 2026 with growth of around 5%, supported by tourism-related consumption and the global tournament, reported MBN. 

Restaurant activity during match days could increase significantly in host cities such as Mexico City, Guadalajara and Monterrey. According to Hugo Vela Reyna, President, Mexican Restaurant Association (AMR), sales in restaurants could rise up to 15% on match days, as the country prepares to host 13 tournament games.

Industry Seeks Recovery After Years of Pressure

The World Cup arrives after a challenging period for Mexico’s restaurant industry, which has faced multiple economic pressures in recent years. Sector leaders say businesses have endured roughly seven years of disruption, driven by the COVID-19 pandemic, economic slowdown, inflation and rising labor costs.

Ignacio Alarcón, President´, CANIRAC, said sales in 2025 grew only 1.8%, well below the sector’s original forecast of 5% growth. Restaurant operators have also struggled with higher costs for ingredients and raw materials. In some cases, input prices have increased by more than 30%, while menu prices have risen by less than 8%, forcing businesses to absorb much of the cost pressure.

Industry representatives say global sporting events could help stimulate demand and support a recovery business cycle.

Training and Tourism Strategies Ahead of the Tournament

In addition to preparing for higher demand, the restaurant sector is also investing in workforce training and tourism strategies to maximize the benefits of the tournament. CANIRAC has partnered with the National Center for Higher Education Evaluation (CENEVAL) to launch Habla Mundial, an English-language training program designed to help restaurant employees serve international visitors. The initiative is supported by educational partners such as Platzi, a leading online professional education platform in Latin America.

Restaurants that certify their staff will be able to display a Habla Mundial service seal, allowing international visitors to easily identify establishments with English-speaking personnel and international service standards. Antonio Cosío, President, National Tourism Business Council (CNET), said initiatives like these strengthen Mexico’s hospitality ecosystem and enhance the country’s competitiveness ahead of the global event.

Mexican authorities estimate the 2026 FIFA World Cup could attract more than 5.5 million international visitors to Mexico and generate an economic impact of roughly US$3 billion. According to the World Tourism Organization (UNWTO), approximately 30% of tourist spending worldwide is allocated to food and beverage consumption, making restaurants a central element of the travel experience.