The Wendy's Company has promoted Brian Abston to the position of Vice President, Technology Architecture and Engineering. Abston moves up from the role of Senior Director Of Digital Technology.

A spokesperson for The Wendy's Company said: "Since joining in 2020, Brian has been instrumental in transforming our digital technology function, building a strong team and strengthening how we connect technology, marketing and business priorities to drive innovation and profitable growth."

They added: "His collaborative leadership and focus on the customer have helped advance our digital experience and accelerate our business."

Rob McGeown

Earlier this year, Rob McGeown was appointed Head of Technology UK at The Wendy's Company.

He was previously at Starbucks, where he spent almost five years, holding various roles during that time, most recently Technology Operations - Starbucks Digital Solutions. His CV also includes stints at Harrods and Burberry.

McGeown said: “I’m excited to be joining the team at a time of momentum across the UK and Europe, with a clear opportunity to continue building, stabilising, and scaling technology in support of colleagues, franchise partners and the customer experience. Looking forward to getting started in a few weeks and contributing to what comes next!”

Back in action

Founded in Ohio, USA in 1969, Wendy’s returned to the UK market in 2021, having been away for two decades as it focused on its North American business.

It is targeting 150 new restaurants across Europe by 2028.

Wendy's first arrived in the UK in 1979/1980, opening a flagship branch on Oxford Street, London. Due to trademark issues, it was initially just called "Wendy". This first run ended in 1986 when its locations were sold to Whitbread.

It then returned for a second time during 1988/1992. During the 1990s, it operated around ten sites, primarily in London and surrounding areas. But it bid farewell once again to the UK in 2001, citing high property costs and operating overheads that made expansion difficult.

Since the 2021 return, the company has expanded across the country, hitting 50 locations.

2026 RTIH Innovation Awards

Hospitality technology will be a key focus area at the 2026 RTIH Innovation Awards.

The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2026 shortlists and finalists here.

We received a record number of entries this year and many fantastic examples of technology excellence driving transformative change across the global retail sector.

Congratulations to all those who made it through the initial submission process! It’s now over to our star studded judging panel who will decide the winners to be announced at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London. 

The event will be held on Wednesday, 4th November and consist of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.

Click here to book your place at the 2026 RTIH Innovation Awards Ceremony on Wednesday, 4th November.