From left, Hubert Boulos and Ramsey Naja, heads of independent agency Das Kapital.The Wendy’s Company has appointed Das Kapital as its marketing and advertising partner in the Gulf Cooperation Council (GCC) region, marking a strategic move to expand its regional presence.
The partnership began in October 2025 with a 360-marketing campaign aimed at launching the brand to consumers in Saudi Arabia.
Together, Wendy’s and Das Kapital will build brand awareness by spotlighting Wendy’s signature menu items, including square hamburgers made with fresh beef,.
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The menu items also include the Spicy Chicken Sandwich and nuggets, and the iconic Frosty® dessert, as part of a broader strategy to expand market share and increase consumer engagement in the region.
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“This partnership marks a significant milestone in bringing our ‘Globally Great, Locally Loved’ vision to life across the GCC,” said Meltem Edin, Vice President, Marketing EMEA at The Wendy’s Company.
Edin added, “This is one of the world’s most recognised brands, and what sets us apart is our ability to connect locally through our fresh, craveable food, bold challenger tone, and compelling storytelling. We’re excited to partner with Das Kapital and see our first campaign resonate with local consumers.”
“I’m deeply passionate about the quick-service restaurant industry, and I’m thrilled to collaborate with a beloved global brand like Wendy’s,” said Hubert Boulos, Founder and CEO of Das Kapital.
Boulos added, “Through this partnership, we’ll create campaigns that are not just memorable, but defining, and that elevate the Wendy’s brand in the region and leave a lasting impression.”
Currently, Wendy’s franchise partner Alghanim Industries operates 25 restaurants in Saudi Arabia.
The brand’s international business is poised for increased expansion, with plans to reach 2,000 international restaurants by 2028.
