Wimpy’s UK Comeback

The American burger multinational chain is making its way back to the UK and this time, hopefully for good. Wimpy plans a massive UK expansion to regain its position in the market, giving burger fans even more to choose from. During Wimpy’s glory days in the 1970’s, the burger joint had over 500 restaurants across the UK, that is, until the 1980’s when McDonald’s came into the scene. As McDonald’s popularity kept the lead, Wimpy’s numbers shrank to 80 branches until it was finally out of the picture.

In an interview for the Daily Star Online, a Wimpy spokeswoman announced plans for expansion and investment with hopes to reverse its decline. “We do have some exciting new plans in terms of continued expansion and an investment programme,” a Wimpy spokeswoman added. For the moment, Wimpy has not revealed any details but mentioned it would announce these by February or May 2018. With burger giants like McDonald’s, Burger King, Five Guys and most recently, Shake Shack, Wimpy’s comeback is far from obstacle-free.

The British public is more health-conscious than what they were 50 years ago, and they want to know where their food comes from. Wimpy has to face the markets new needs whilst playing the nostalgia chip for the older generation or hipster millennials who would welcome the retro vibe. In 1954, Wimpy opened its doors in London at Lyons Corner House and became the place to bring a date for a great burger and chips. Twenty years later, it became the top burger chain in the UK but as the other American fast food chains made their way into the market, Wimpy slowly slipped through the cracks.

Currently owned by South African-based Famous Brands, Wimpy’s comeback comes with high hopes.