Wimpy rolls out Dr Beaks chain to take on KFC in fast food

Wimpy, Britain’s oldest burger chain, is creating a new brand, Dr Beaks, which will go head to head with KFC in the fast-food chicken market.

Wimpy, Britain’s oldest burger chain, is creating a new brand, Dr

Beaks, which will go head to head with KFC in the fast-food chicken

market.



Three Dr Beaks outlets are opening in the next three months, with a

further 100 franchised outlets planned over the next five years.



Dr Beaks is the company’s first departure from its traditional high

street burger outlets since Wimpy launched in 1954 as the UK’s first

fast-food chain. Since then, it has been eclipsed by McDonald’s and

Burger King, with 990 and 605 UK outlets respectively to Wimpy’s

283.



Dr Beaks hopes to capitalise on the trend toward white meat in the UK

and will take on chains such as Favourite Chicken, Southern Fried

Chicken and Tennessee Fried Chicken for the number two slot. KFC

dominates this sector with 460 UK outlets.



Mintel estimates that the fast-food chicken market was worth pounds 530m

in 1998, an increase of 25% since 1994.



The first two launches, in Bristol and Reading, will be supported by

local radio, press and promotions through Ignition Marketing Group.



The agency was responsible for developing the concept and has worked

with Wimpy for four years. Its other clients include Procter & Gamble

and Thomas Cook.



’The scale of our expansion is ambitious but certainly achievable,’ said

Roger Freeman, development director for Dr Beaks.



The brand will be positioned alongside KFC, with Dr Beaks challenging

Colonel Sanders with his own brand of breaded-chicken meals.



However, Freeman says Dr Beaks ’will extend the traditional fast-food

offering into a whole new area’ by providing a healthy option with oven

baked fillets and wings.



Wimpy opened 17 new outlets next year, and plans at least a further 20

next year.