Famous Brands, the South African fast food company that acquired Wimpy, is looking to launch its Steers brand in the UK, M&C Report has learnt.
The company said that it was still in the early stages of planning, but was hoping to introduce the burger chain to locations in the London suburbs.
The group is also in the process of rolling out its new look Wimpy sites across the UK, in line with the brand’s new global corporate identity, with the latest revamped outlet located at the Roadchef motorway service area in Norton Canes.
As part of the changes, the new store has reverted to the use of its original red and white logo and features a new menu, with healthier options and an improved coffee offering.
Darren Hele, managing director of Wimpy, told M&C Report that the company is still in the early stages of its rebranding programme, with 32 of the 178 sites in the UK currently upgraded.
Hele said: “It’s in the early stages and gaining momentum. There have been 32 upgrades out of 178 in the UK and the programme in Ireland is still to commence. It will take at least another three years before we get near completion.
“We want people to have a more pleasant experience, ‘enjoy every moment’ as we call it and improved surroundings contribute to that.”
Wimpy, which currently has 178 sites in the UK and 14 in Ireland, said that it would open two new restaurants this year, although it was more focused on revamps than new openings at present.
Famous Brands, which acquired Wimpy UK in March 2007, comprises 1,525 franchise restaurants across its brand portfolio, which also includes Debonairs Pizza, FishAways, House of Coffees and Brazilian Café.
