Wimpy rebrands with modern look

The UK’s oldest fast-food chain, Wimpy, is to undergo a corporate rebrand.

The revamp will include a new logo, new interiors in its 300 UK outlets and new staff uniforms.

The national roll-out will begin on November 1 and is planned to be completed by the end of next year.

The revamped Wimpy brand has been designed and implemented by the company’s agency, Ignition Marketing.

A TV and radio ad campaign, also created by Ignition, will break next year to launch the new-look Wimpy.

The fast-food chain spends £1.7m a year on advertising. Ignition partner Alan Smith says: “We are hoping for an increase in the ad spend for the new launch.”

Wimpy will launch the new look across Europe; it is already in place in Ireland.

Wimpy International marketing director Katherine Young says: “Wimpy needed a contemporary image. We would like to make it more competitive – that is what the new concept is about.”

Wimpy will also be offering a new menu, which includes a new range of speciality coffees and teas.

Last year, it created sister brand Dr Beaks – a fast-food chicken chain intended to rival KFC.

Dr Beaks was launched as part of Wimpy’s attempt to capitalise on the health-driven popularity of white meat.