Wimpy, the quick service burger chain, has said that its sales are in line with expectations as it continues to churn and upgrade its 130-strong UK estate.
The company, which is owned by South African firm Famous Brands, started updating the branding of its stores at the end of 2009, with its old yellow and red colours being replaced with a red logo on a silver background.
The speed of the roll out has been dependent on each franchise owner investing in the rebranding. Of the 130 Wimpy stores in the UK, only one in Marlow, Buckinghamshire, near the group’s head office is company owned.
Clare Starling, UK marketing director at Wimpy, said: “The refreshing of the look across the estate is ongoing as more franchisees buy into the rebrand, which is not as previously reported based on a US-style diner.”
Starling said that the company continued to open new sites but store numbers remained fairly “static year-on-year” as outlets were trimmed from the estate’s tail.
She also said the company’s sales were in line with expectations.
The company is set to overhaul its menu in May. This will include the removal of established desserts, such as Banana Longboat, Choc Fudge Cake and Knickerbocker Glory, and the trialling of some new lines like “open burgers”.
The menus will also be simplified with the number of pages and pictures reduced.
