Carl’s Jr. has opened its first UK branch in Cardiff. But can its bold American flavours win over a market already crowded with burger chains?
The smell of sizzling beef drifts through St. David’s shopping center, turning heads near Carl’s Jr.’s open counter. Staff in black aprons add final touches to burgers and fries. The bold American chain is betting on Cardiff to test its place in the UK market.
Cardiff, once known more for its rugby and red brick arcades than global fast-food debuts, is now drawing attention from international brands. Its mix of students, young professionals and tourists makes it an ideal testing ground for bold concepts—and bold flavours.
“It’s a young, diverse city with a booming food scene,” says UK general manager David Moffat. “Cardiff gives us a chance to test how our brand fits into the UK landscape.”
This isn’t just about burgers. With over 75,000 students living in the city and a busy urban center popular with young professionals, Cardiff has become a proving ground for international brands trying to understand British consumer tastes. The city’s compact size and multicultural mix make it a valuable place to try new fast-food concepts.
While Carl’s Jr. remains little-known in the UK, it’s a major name in the US, with over 1,000 locations and a legacy stretching back to 1941. Known for its chargrilled burgers, indulgent milkshakes, and slightly rebellious brand tone, the chain is aiming to offer something distinct in a saturated UK fast food scene.
In entering the British market, Carl’s Jr. faces stiff competition from established players like McDonald’s, Burger King, Five Guys, and Shake Shack. Yet it hopes to carve a niche by leaning into its Californian identity. Its branding, music, and decor aim to evoke an American diner experience—but with subtle local nods.
The Cardiff store is just the beginning of a wider plan. The parent company Boparan Restaurant Group aims to open up to 100 Carl’s Jr. outlets across the UK in the next four years. But the brand knows it must win over British tastes before expanding further. Success in Cardiff will influence whether more stores appear in Birmingham, Manchester, or London.
On opening day, the store offered free Famous Star burgers to the first 100 customers. The queue began forming early, with a mix of curious students and families. Cardiff University student Emily Grant says:” Tastes just like the one I had in the States. Really impressed by the milkshake.”
Others were curious but cautious. “I came out of curiosity,” said Ahmed Yusuf, also a student. “If it’s consistent and better value than Five Guys, I’d come back.”
Not all changes are visible. The UK menu includes smaller portion sizes, vegetarian options, and fewer sugary drink choices. The company says it is exploring locally sourced Welsh ingredients and may adjust items further based on feedback. Bilingual signage, a pared-back menu, and subtle tweaks in spice levels reflect efforts to blend American identity with local practicality.
That localisation effort may be key. “We’re bringing a true taste of California,” Moffat says, “but we’re also listening to local tastes and culture.”
Previous US fast food ventures have had mixed success in Britain. Taco Bell and Wendy’s have both struggled to win over British diners, due in part to pricing, market positioning, and cultural disconnects. Wendy’s returned to the UK in 2021 after two decades away, only to close some locations in 2024. Carl’s Jr.’s future may depend on how well it adapts, and how quickly it learns from those who came before.
Carl’s Jr. also brings a new tone to the high street burger conversation, leaning into Americana while quietly adapting its offering. According to the company, the Cardiff store nods to its US heritage while aiming to evolve. It offers a space that balances fast service with a sit-down atmosphere—an approach that may appeal to time-poor but experience-driven customers.
The brand has not yet confirmed any community partnerships in Cardiff, but similar chains in the UK often engage with student groups, local producers, and regional promotions. Carl’s Jr. may follow suit if the trial proves successful. Some staff members hinted at possible collaborations with Cardiff food festivals or sports events, though nothing has been formally announced.
For now, Cardiff is the testing ground. More locations are expected, but whether Carl’s Jr. can win British hearts and stomachs will depend on more than a free burger. It will require smart adaptation, cultural sensitivity, and the ability to stand out without shouting too loudly.
“We want to be part of how people eat here,” says Moffat. “Not just a name they recognise.”