Wienerschnitzel targets East Coast with Virginia franchising deal

This audio is auto-generated. Please let us know if you have feedback.

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.