In 1978 the long-running Mr Wimpy advertising character was introduced. In July 1977, the business was acquired by United Biscuits. īy 1970, the business had expanded to over 1,000 restaurants in 23 countries. This may be because of an assumption they might be sex workers. ĭuring the 1970s Wimpy refused entry to women on their own after midnight. Condiments in pre-packaged single serving packets." In addition to familiar Wimpy burgers and milkshakes, the British franchise had served ham or sardine rolls called torpedoes and a cold frankfurter with pickled cucumber sandwiches called Freddies. īuchwald wrote, "Food served at the table within ten minutes of ordering and with atomic age efficiency. In a 1955 newspaper column, Art Buchwald, syndicated writer for the Washington Post, wrote about the recent opening of a "Wimpy's Hamburger Parlor" on Coventry Street and about the influence of American culture on the British. The bar began as a special fast food section within traditional Corner House restaurants, but the success soon led to the establishment of separate Wimpy restaurants serving only hamburger-based meals. and, in 1954, the first "Wimpy Bar" was established at the Lyons Corner House in Coventry Street, London. Lyons obtained a licence to use the Wimpy brand in the United Kingdom from Edward Gold's Chicago based Wimpy Grills Inc. United Kingdom A Wimpy restaurant in Huddersfield, West Yorkshire (2010) A Wimpy restaurant in Ryde, Isle of Wight (2011), with the previous logo The South African company started to handle worldwide franchising duties directly from Johannesburg. This arrangement ceased when Wimpy UK became a subsidiary of the South Africa-based Famous Brands in 2007. After obtaining full control of the international licensing outside of the United States, Lyons and its successors handled global franchising through their United Kingdom-based subsidiary Wimpy International Ltd. The joint company eventually grew to 1,500 locations, with Gold later selling his share to Lyons prior to his death. Wimpy's International was based in Chicago and allowed the brand to operate Wimpy Grills in the rest of the world. of Chicago later formed a joint company with Lyons called Wimpy's International Inc. to use the Wimpy name in the United Kingdom. Wimpy in Israel 1969 Wimpy's International The chain vanished within the United States after Gold's death because no one had purchased the rights and trademark to the Wimpy name from Gold's estate. of Chicago, had 25 locations in the United States at its peak, but only seven locations remained at the time of his death in 1977. Īccording to a 1978 Chicago Tribune article, Gold's company Wimpy Grills Inc. By 1947, the Chicago Tribune reported that the chain had 26 units, and expected to sell eight million hamburgers annually in the Chicago area. Gold did not open his first Chicago area location until two years later in 1936, after opening units in five other Midwestern cities. Wellington Wimpy from the Popeye cartoons created by E. The name was inspired by the character of J. The Wimpy brand was established in 1934 by Edward Gold, when he opened his first location in Bloomington, Indiana, under the name Wimpy Grills. There are also outlets in Kuwait, Egypt and Lesotho. In 20, the company announced plans for nationwide expansion in the United Kingdom. Famous Brands had operated the South African Wimpy franchise for a number of years, and the acquisition made it the parent company.Īs of June 2023, the company remains headquartered in Johannesburg, South Africa, where it has 453 outlets, this is followed by the United Kingdom with 62 outlets. Following various buyouts, Wimpy was sold to Famous Brands in 2007. Grand Metropolitan began to phase out the Wimpy Bar in the United Kingdom, rebranding many of them as Burger King (which it also owned) because Burger King had the greater brand recognition amongst consumers, and to aid market competition against McDonald's. The company was sold to United Biscuits in 1977, and then to Grand Metropolitan in 1989. Despite the brand's demise domestically, the chain would peak at 1,500 international locations the following year. By 1977, there were only seven Wimpy locations in the United States, which all folded following Gold's passing in that year. for them to operate Wimpy Bar across the United Kingdom, with further international agreements a few years later through its subsidiary company, Wimpy International. The chain was founded in Bloomington, Indiana, by Edward Gold in 1934 as Wimpy Grills, with the chain in the United States hitting its peak with 26 locations in 1947. It has changed between being a table-service establishment and counter-service establishment throughout its history. It found its success internationally, mainly in the United Kingdom and South Africa. Wimpy is a fast-food chain that was founded in the United States. South Africa, United Kingdom, Kuwait, Egypt, Lesotho, United Arab Emirates
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