With McDonald's having opened in Russia back in 1990 and Burger King back in January of 2010, it only makes sense that Wendy's would want to make a splash as they start competing with their American counterparts in Russia. So, in kicking off their plans for 192 Russian restaurants over the next decade, the local franchisee decided to market Wendy to a "younger demographic" in the first opening:
The full Moscow Times article has a lot more information about the opening and includes a slideshow of other pictures.
Instead of the wholesome freckle-faced redhead in old-fashioned pantaloons, these long-legged women wore short dresses, bright red-striped stockings and stilettos....
Igor Tabakov - Moscow Times
Photographers clustered around the women to take photos, but a visiting U.S. executive, Andrew Skehan, was decidedly less impressed.Skehan, the chain's chief operating officer, said by phone that he had not been aware of franchisee Wenrus Restaurant Group's decision to sex up the chain's icon. He said he would probably have to deal with a flood of phone calls from Wendy's/Arby's headquarters in Atlanta once his associates saw the photos.Wendy was, after all, the daughter of the chain's late founder and chief executive, Dave Thomas.
Also, there is a second Wendy's commercial poking fun at Soviet Russia.