US diner chain Denny’s has confirmed it is to try a further launch in the UK, after signing a franchise deal to open an initial 10 sites over the next several years, with the first expected to open in Wales by the end of the year.

As previously flagged up MCA the company, which operates more than 2,100 restaurants in the US, has signed an agreement Leon Esfahani, who has held franchises with Starbucks and Pizza Hut, to expand into the UK.

His first Denny’s location is expected to open in Swansea by the end of 2017

“We believe there is considerable opportunity to grow the brand internationally, and are confident that Leon Esfahani and his team’s experience with leading restaurant brands makes him the right partner to introduce the Denny’s experience to the UK, and more broadly Europe, for the first time,” said John Miller, Denny’s president and chief executive. “Our expanding global footprint has attracted new interest from a number of franchisees and we continue to have an active pipeline for growth as we gain momentum beyond North America.”

“I have long been a fan of the Denny’s brand and am honoured to bring what I view as a truly unique concept to the United Kingdom,” said Esfahani. “Denny’s serves up a welcoming atmosphere paired with a broad menu of favourites across all day parts, and I am thrilled to introduce the Denny’s diner experience to the local community.”

Steve Dunn, Denny’s senior vice president & chief global development officer, said: “Denny’s is one of the fastest growing family-dining chains across the globe and it is very exciting to add the United Kingdom to our expanding list of new countries offering our unique diner experience. We look forward to finding more qualified partners like Mr Esfahani and his team to further expand Denny’s international footprint.”

Denny’s is also currently advertising for area licensee managers for across the UK.

Talking to MCA in 2014, the company said it was actively seeking potential new franchisees” in the UK.

The group, which made an aborted attempt to launch in the UK in 2010, was then seeking franchisees with access to a minimum of $2.5m (£1.5m) in capital to operate an initial three sites under license.

It is thought it will look to make a regional debut through either its classic American Diner format or through its roadside Travel Centre concept.

In 2010, it announced plans to open up to 30 sites in the North West, with a similar number to be launched across the Midlands. However, it was unable to reach agreement with potential franchisee and the expansion plan was placed on the backburner.