Wimpy to restyle its burger bars as American-style diners

LONDON - Burger bar chain Wimpy is to rebrand all its UK restaurants to resemble US-style diners, rather than fast-food outlets.

Wimpy revamps as US-style diners
Wimpy revamps as US-style diners

The restaurant brand trialled the look in 12 of its UK franchises last year, and plans to roll out the positioning across each of its 170 outlets.

The shop fronts will feature a silver background with a red logo, which is to replace its existing yellow and red brand colours. Relaunched menus will include tea cakes, steak platters and ice-cream sundaes.

Wimpy said the intention was for each of its restaurants to take on the new look, but added that franchise owners would be required to invest in the overhaul. As a consequence, the speed of the roll-out will depend on each franchisee's willingness to commit to the scheme.

In 2007, South African company Famous Brands acquired a 75% stake in Wimpy. At the time, its new owner said the aim was restore the chain to its 'former iconic status'.

Famous Brands, which operates more than 450 Wimpy outlets in South Africa, said it believed the brand's UK presence was 'dated in terms of its look, feel and ambience'.

 

Topics

Become a member of Campaign from just £78 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content

How Facebook helped Sigrid top the charts

MEDIA

The 5 best TV ads of the moment