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19th March 2026
05:12pm GMT
It feels like each week now we find ourselves hearing of another viral food chain opening somewhere in the country.
From Wingstop to Taco Bell, Dublin to Cork - it’s no longer a question of if these chains will arrive, but where they’ll appear next.
In some ways, we’ve tried these menus long before they were put on our plates (or red, plastic trays).
Our sense of fascination with brands like Wendy's and Chick-fil-A, even McDonald's back in the day, has always existed, largely on social media.
Between mukbangs, eat with me's and general vlogs, social media has exposed these eateries to us as much as clothing, makeup and tech brands.
While such openings bring jobs and attention to these areas, it's hard to ignore the concerns of large commercial businesses.
Here in Ireland we are becoming increasingly interested in the quality of the food put on our plates, and since the pandemic, a wave of support local has come our way, however, it is near impossible to dull the noise of viral chains opening their doors.
Think back to 2018 when Krispy Kreme first arrived in Ireland, people went nuts trying to get their hands on the famous glazed donuts.
More recently, just look at the crazy queue for Wingstop when it first opened last December.
Unfortunately, closures are becoming just as common as openers, with high costs cited as the most common reason for it.
With every viral queue, a struggling, independent business is closing its doors.
When discussing why people are so attracted to fast-food chains, many dub the prices as a major selling point, particularly amid the cost of living crisis.
However, except for Taco Bell which offers relatively cheap prices, most of the chains are similar, if not more expensive, than many independently ran restaurants.
The interest in these restaurants is evident. In Q4 2024, there was a 5% jump in overall fast-food visits in Ireland compared to the same period the previous year.
Across the pond, the UK fast-food sector actually suffered a decline over the same period.
Meaningful Vision, who track industry data, described Ireland's fast-food scene as booming, another win for these US firms.
AmCham CEO, Mark Redmond, also highlighted the Government's pro-enterprise policy, Ireland's EU membership, talent pool and the continued spotlight on inward investment as reasons US giants see the country as an attractive place for business.
Is it all a novelty? Partially, yes. But it's also the want to get involved in something that's so heavily gushed over online.
While every trend has a shelf life, this one seems to be selling fast right now.
In case you've missed them, here are some of the US chains that have opened their doors here in the past year or so:
On top of this list comes Popeyes and Dave's Hot Chicken, both of which are set to open locations in Dublin this year.
The country's food scene is clearly shifting as global chains arrive faster than ever, drenched in hype and excitement for growth. However, alongside it is the concern for local, independent businesses, and the risk of them being overshadowed.
It prompts the reflection of what kind of food culture we want to support in the long run.
While Ireland may have gone stateside for supper, whether it lasts is another question entirely.
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