Wendy’s new CMO on building a beloved US burger brand in Australia

This week, US burger chain Wendy’s appointed its first Australian chief marketing officer, as it looks to launch in 200 locations across the country within the next ten years.

Corina Black comes to the fast food chain from the NRL, where she worked on the league’s marketing strategies. She tells Mumbrella both roles are ultimately “all about building fandom and fan tribes.” But will Team Wendy’s succeed in a market where many US fast food chains have tried and failed? And what of the annoying detail that there is another Wendy’s food outlet — Wendy’s Milk Bar — established in Australia?

The early signs are good. In January, Wendy’s opened a single store on Cavill Avenue in Surfer’s Paradise, Gold Coast which inspired Beatlemania-type fanfare.