Wimpy reveals new brand image

Wimpy, a quick service restaurant and take away chain, has revealed its new restaurant format in its Benfleet, Essex outlet. Famous Brands, which acquired 75 per cent of Wimpy in March 2007, has re-branded the company in an effort to re-energise and grow the brand.

The new restaurant format includes new décor, seating and signage and a return to the original Wimpy colours of red and white. As well as this the company has developed a new menu and will embark on a marketing campaign.

'We are very excited about the new image, in fact the whole of Benfleet seems to have taken an interest,' says Mr and Mrs Hassan, franchise owners of Wimpy Benfleet. 'And we are delighted to be pioneering this new Wimpy look. We are especially pleased with the feedback we have had from customers. The reaction from families has been particularly positive. As a result we are now looking forward to a period of extremely positive trading!'

Darren Hele, Managing Director of Wimpy, adds: 'This redesign of our Wimpy restaurants will offer an enhanced dinning environment and allow customers to enjoy a much improved menu. We intend to maintain our reputation as being one of the only casual dining environments in the UK to offer excellent service and great quality freshly cooked food served in a friendly environment thereby delivering on our promise that customers will 'Enjoy Every Moment'. We have a lot of hard work ahead of us but we have a well thought through plan and the backing of a strong and successful holding company back in South Africa. Overall, we are extremely optimistic about the future of Wimpy in the UK.'