Wimpy (restaurant)

This article is about the multinational hamburger chain. For the unrelated Canadian chain, see Wimpy's Diner.
Wimpy
FormerlyWimpy Grills, Wimpy Bar
TypeWholly owned subsidiary
IndustryRestaurants
Founded1934; 88 years ago (1934) in Bloomington, Indiana, U.S.
1954; 68 years ago (1954) in Coventry Street, London, UK
FounderEdward Gold (US)
J. Lyons and Co. (UK)
Headquarters
Johannesburg
,
South Africa
Areas served
South Africa, United Kingdom, Kuwait, Egypt
ProductsHamburgers, Chicken, French fries
ParentFamous Brands
Websitewww.wimpy.uk.com
www.wimpy.co.za

Wimpy is a fast-food chain originally founded in the United States. It found its success internationally, mainly in the United Kingdom and South Africa. It has changed between being a table-service establishment and counter-service establishment throughout its history.[1]

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. In 1954, Gold signed a license with J. Lyons and Co. for them to operate Wimpy Bar across the United Kingdom, with further international agreements a few years later through its subsidiary company, Wimpy International. By 1977, there were only seven Wimpy locations in the United States, which all folded following Gold's passing in that year. Despite the brand's demise domestically, the chain would peak at 1,500 international locations the following year.[2]

The company was sold to United Biscuits in 1977, and then to Grand Metropolitan in 1989. Grand Metropolitan would begin to phase out the Wimpy Bar in the United Kingdom, rebranding many of them as Burger King (which it also owned) due to Burger King having the greater brand recognition amongst consumers, to aid market competition against McDonald's.[3] Following various buyouts, Wimpy was sold to Famous Brands in 2007. Famous Brands had operated the South African Wimpy franchise for a number of years, and the acquisition made it the parent company.

As of October 2021, the company remains headquartered in Johannesburg, South Africa where it has 459 outlets,[4] this is followed by the United Kingdom with 71 outlets.[5] In 2017 and 2020, the company announced plans for nationwide expansion in the United Kingdom.[6][7]

History

A Wimpy restaurant in Huddersfield, West Yorkshire (2010)
A Wimpy restaurant in Ryde, Isle of Wight (2011), with the previous logo

Origins in the United States

The Wimpy brand was established in 1934 by Edward Gold, when he opened his first location in Bloomington, Indiana under the name Wimpy Grills.[8][9] The name was inspired by the character of J. Wellington Wimpy from the Popeye cartoons created by E. C. Segar. Gold did not open his first Chicago area location until two years later in 1936, after opening units in five other Midwestern cities.[10] By 1947, the Chicago Tribune reported that the chain had 26 units, and expected to sell eight million hamburgers annually in the Chicago area.[11]

According to a 1978 Chicago Tribune article, Gold's company Wimpy Grills Inc. 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.[2] 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.[2]

Wimpy in Israel 1969

Wimpy's International

In 1954, Gold sold a licence to J. Lyons and Co. to use the Wimpy name in the United Kingdom.[12][13] Wimpy Grills Inc. of Chicago later formed a joint company with Lyons called Wimpy's International Inc. in 1957. Wimpy's International was based in Chicago and allowed the brand to operate Wimpy Grills in the rest of the world.[14]

The joint company eventually grew to 1,500 locations, with Gold later selling his share to Lyons prior to his death.[2] 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. This arrangement ceased when Wimpy UK became a subsidiary of the South Africa-based Famous Brands in 2007. The South African company started to handle worldwide franchising duties directly from Johannesburg.

United Kingdom

Lyons obtained a licence to use the Wimpy brand in the United Kingdom from Edward Gold's Chicago based Wimpy Grills Inc.[12][13] and, in 1954, the first "Wimpy Bar" was established at the Lyons Corner House in Coventry Street, London.[15][16] 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.

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.[16]

Buchwald wrote, "Food served at the table within ten minutes of ordering and with atomic age efficiency. No cutlery needed or given. Drinks served in a bottle with a straw. 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.[16]

During the 1970s Wimpy refused entry to women on their own after midnight. This may be because of an assumption they might be prostitutes.[17][18]

By 1970, the business had expanded to over 1,000 restaurants in 23 countries.[15]

In July 1977, the business was acquired by United Biscuits.[19] By the end of the 1980s, Wimpy was beginning to lose ground to McDonald's, which had opened its first restaurant in the country in 1974, and so the new management of Wimpy began to streamline the business, by converting some of the traditional table service restaurants to counter service. When United Biscuits decided to divest its restaurant division in 1989, it sold the business to Grand Metropolitan (now Diageo). At the time of the sale, there were 381 locations in the United Kingdom. Grand Metropolitan had acquired Burger King the previous year, and it began to convert the counter service restaurants to Burger King since it had a greater global brand recognition.[20]

In February 1990, the remaining 216 table service restaurants were purchased by a management buyout, backed by 3i.[21] These were locations that were considered less desirable by Grand Metropolitan. At the time of the buyout, there were also 140 franchised locations outside of the United Kingdom. In October 1999, Wimpy rolled out a chain of restaurants known as Dr. Beaks, to take on brands such as KFC.[22]

A second management buyout occurred in May 2002, backed by the Bank of Scotland.[23] At the time of the sale in 2002, there were approximately 300 locations in the United Kingdom and Ireland.

Although Wimpy outlets have decreased in numbers in the United Kingdom, they are still found in many towns and cities, including Huddersfield, and at seafront/seasonal locations, such as Felixstowe, Clacton-on-Sea, Clarence Pier in Southsea, Porthcawl and Brean Leisure Park in Somerset.[24] By the beginning of the 21st century, most Wimpys were found in less desirable low-rent locations that primarily cater to pensioners and others on a fixed income, rather than the high street locations of former times.[25] Another big change from earlier times was that most locations were now franchises and not company-owned operations.

On 27 February 2007, Famous Brands, which owns the Wimpy franchise in South Africa, announced that it had acquired Wimpy UK.[26][27] Having acquired the brand, Famous Brands has rebranded Wimpy in the United Kingdom, to bring it in line with Wimpy South Africa. The "new" logo is the one that had been used by Wimpy UK from the 1960s until the 1980s. In November 2009, Famous Brands began to upgrade its 170 locations in the United Kingdom to resemble United States-style diners.[28] As of October 2021, 67 restaurants remain in the United Kingdom.[29]

IRA bombing

On 26 October 1981, Kenneth Howorth, a British army officer and an explosives officer with London's Metropolitan Police Service was killed whilst attempting to defuse a bomb planted by the Provisional Irish Republican Army in the basement of Wimpy's in Oxford Street.[30]

남아프리카 공화국

윔피 남아프리카 공화국
남아프리카공화국 케이프타운에 있는 윔피 프랜차이즈의 외관(2016년).
남아프리카 공화국의 한 윔피(Wimpy)의 내부 풍경(2016). 미국식 다이너머의 독특한 디자인에 주목하십시오.
남아공 윔피(2016년)의 커틀러리를 포함한 음료를 곁들인 전형적인 윔피 버거와 칩.

윔피 인터내셔널은 1967년 더반에 남아프리카 공화국의 첫 입지를 열었다.[31] 남아공 식당들은 1970년대 후반에 베이커스 SA Ltd에 팔렸고, 1987년에 남아프리카 체인을 당시 쥬시 루시 SA로 알려진 Fleasure Foods에 팔았다.[32] 당시 Steers Holdings Limited로 알려졌던 유명한 브랜드는 2003년 Fortunity Foods를 인수하면서 Wimpy를 인수했다.[33]

유명 브랜드는 2007년 2월 영국에 본사를 둔 윔피(Wimpy)를 인수해 체인 모회사가 됐고 다른 프랜차이즈로부터 가맹점 수수료를 챙기기 시작했다.[26]

2011년까지 유명 브랜드는 남아프리카에 509개의 윔피 레스토랑을 가지고 있어 윔피 프랜차이즈 시스템 중 가장 큰 프랜차이즈가 되었다.[34]

쿠웨이트

1970년 이후, 아메리카나 그룹은 아랍 리그 국가인 쿠웨이트 내에서 윔피 레스토랑 하나를 운영해왔다.[35]

이집트

1970년대 후반과 1980년대에 카이로의 자말렉 지역에 윔피 식당이 있었으나, 이후 문을 닫았다. 2021년 카이로에 새로운 윔피(Wimpy)의 개장이 발표되었고,[36][37] 6월 30일에 개원하였다.[citation needed]

이전 위치

유럽

프랑스.

1961년 5월 프랑스 사업가 자크 보렐이 프랑스에서 윔피 레스토랑을 운영할 독점 프랜차이즈를 얻은 후 파리에 첫 윔피 레스토랑을 열었다.[38][39] 그의 레스토랑은 프랑스 최초의 햄버거 가게였고 10년 전에 맥도날드 레스토랑을 개업했다.

그 해 말까지 그는 파리 내에 세 곳을 더 열 수 있었다. 1966년경에는 릴을 시작으로 수도 외곽으로 확장하기 시작했다.[40] 짧은 시간 안에 보렐은 20개의 장소를 가졌다; 파리는 15개, 나머지 지역은 5개였다.[38] 보렐의 회사는 매우 성공적이어서 프랑스 신문 프랑스-소이어는 프랑스 프랜차이즈가 미국 햄버거 요리와 패스트푸드를 프랑스 대중들에게 널리 소개한 것에 대해 "공공의 적 1호"라고 칭했다.[38] 비록 성공적이었지만 보렐은 1969년 영국의 모회사인 라이온스와 의견 차이로 인해 체인점을 닫을 수 밖에 없었다.[41]

Ireland

Wimpy has been in Ireland on two occasions, in the 1960s and 1970s, and in the early 2000s.[42][failed verification] In the 2000s, petrol station chain operator Petrogas took on the master franchise for Ireland,[43] and operated a large number of sites until 2010.[44]

Most have been replaced by Grill'n'Fill own-branded areas – selling virtually identical products – or Burger King, for which Petrogas had obtained the franchise. Petrogas terminated its master franchise agreement with Wimpy International in 2010.[44]

Netherlands

In 1963, the Dutch supermarket chain Albert Heijn obtained a license from Chicago-based Wimpy International to open the first Wimpy restaurant in the Netherlands on Leidsestraat in Amsterdam.[45] A second restaurant opened the following year on Damrak.[46] Although there are no verifiable records showing when the last Wimpy closed in the Netherlands, it appears that Wimpy may have left the Netherlands by 1969 since Albert Heijn ceased to mention Wimpy in their corporate annual reports after 1969.[47] In 1971, Albert Heijn later helped McDonald's to open its first restaurant in Europe by opening a McDonald's franchise in Zaandam.[48]

West Germany

Restaurateur Heinrich Lobenberg opened the first Wimpy restaurant in West Germany under a franchise license from Wimpy International at the Bochum Hauptbahnhof in December 1964, exactly seven years before the first McDonald's in West Germany, with plans to open up to 300 units in West Germany.[49] Lobenberg had cofounded the then five-unit Kochlöffel chain just three years before in Lingen.[49] There are no verifiable records that Lobenberg opened a second Wimpy unit or how long the Bochum restaurant operated before it closed. A food historian writing in 2014 believes that Wimpy's failure to survive in Cold War era West Germany was caused by West German consumers of the 1960s preferring to eat familiar German-style chicken meals at the local Wienerwald chain instead of getting an unfamiliar American-style hamburger sandwich at Wimpy.[50] At that time, Wimpy "was regarded with mere curiosity".[50]

Oceania

Australia

The Wimpy licence in Australia was held by Happysnaks Pty Ltd and was owned by restaurateur and entrepreneur Oliver Shaul.[51][52] The first Wimpy bar opened in Sydney in November 1964, owned and operated directly by Happysnaks. Subsequent Wimpy bars operated as franchises.

By 1971, there were 70 Wimpy bars around Australia, the most successful being in Hindley Street, Adelaide.[53] Unable to compete with McDonald's, the Wimpy brand was withdrawn in 1975 and most Wimpy bars became independent fast food outlets.[53]

New Zealand

Wimpy had branches in New Zealand, including Auckland, Hamilton, Tauranga, Paraparaumu, Wanganui, Palmerston North, New Plymouth and Taupo.[citation needed] These were all rebranded in 2002. One store remained in Rotorua trading as Wimpy, although it was not part of the franchise chain. The last Wimpy in New Zealand was put up for sale in May 2008.[54]

Asia

India

Wimpy was one of the first fast food restaurant chains to open in India's free market economy. With a run of initial success, Wimpy was often touted as the first icon of 'Westernization' in India. A few of the restaurants which were still in business were located in Punjab until 2002.[55]

Israel

Wimpy entered the Israeli market in the 1960s, and for a time dominated the hamburger restaurant market.[56][57] The Israeli subsidiary also operated branches in Greece, Turkey, Cyprus, and Iran, as well as Sharm el Sheikh within the then-Israeli occupied Sinai.[58] Before its final failure and pullout in the 1980s, Wimpy was joined in an emerging market for hamburger restaurants by Burgeranch (since 1972) and MacDavid (since 1978). Wimpy restaurants were infamous in Israel for poor product flavor, sanitation and hygiene; however, the chain did pioneer hamburger restaurants in Israel.[56][57][59]

Saudi Arabia

A location existed in Jeddah, Saudi Arabia well into the 1990s.[citation needed][original research?]

South America

Colombia

In Colombia, Wimpy was established in 1976, being one of the first international fast food chains operating in the country. The first Wimpy restaurant in the country began operations with the inauguration of Unicentro, the first mall-type shopping centre in Bogotá, in April 1976.[60]

Competition from other chains was difficult, and the assets of Wimpy Colombiana Ltd were sold to competitor Presto (Frayco) in 2008, thus ending the presence of the chain in the country.[61]

See also

References

  1. ^ Castelow, Ellen. "Food in Britain in the 1950s and 1960s". Historic UK. Retrieved 16 July 2018.
  2. ^ a b c d Lazarus, George (28 July 1978). "Wimpy's for sale; is there 2d Ray Kroc?". Chicago Tribune. p. D9. ProQuest 171741730.
  3. ^ Pickering, Jasper (13 January 2018). "We ate at Wimpy — the UK's forgotten fast food chain that was almost wiped out by McDonald's". Business Insider. Retrieved 5 November 2021.
  4. ^ "Wimpy Locations in South Africa Burger, Breakfast, Lunch". location.wimpy.co.za. Retrieved 26 October 2021.
  5. ^ "Wimpy UK". Wimpy UK. Retrieved 26 October 2021.
  6. ^ Mullan, Laura (17 May 2020). "Wimpy planning a comeback with UK expansion plan Franchising". Food Digital. Retrieved 14 November 2021.
  7. ^ "Wimpy planning UK expansion". The Caterer. 23 October 2017. Retrieved 14 November 2021.
  8. ^ "Kennedy Ignores Flap Over Book: Edward V. Gold". Eugene Register-Guard. 16 October 1977. p. 6c – via Google News.
  9. ^ Hoekstra, Dave (25 July 2004). "Pseudosliders". Chicago Sun-Times. p. 11. Wimpy's, throughout the Midwest: Inspired by the Popeye's comic strip, J. Wellington Wimpy was a tubby character who always promised to "gladly pay you Tuesday for a hamburger today." Wimpy's started in 1934 in Bloomington, Ind., and even had outlets in Chicago's Loop. Founder Ed Gold died in 1978 while working in his Chicago outlet; his will stipulated that all his restaurants be permanently closed upon his death. That's moxie, not wimpy.
  10. ^ "Restaurant Chain Enters Chicago with First Unit". Chicago Daily Tribune. 17 November 1935. p. 20. ProQuest 181720563. Edward Gold, president of Wimpy Grills, Inc., operating restaurant units in five cities in the middle west, has leased for ten years the unimproved land at 117 East Chicago avenue... has started construction of the first of a chain of Chicago eating places.
  11. ^ "Restaurant Chain Leases Loop Site for New Building". Chicago Tribune. 20 April 1947. p. 3–B. Retrieved 8 August 2015.
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  15. ^ a b "Wimpy Moments". Archived from the original on 28 March 2010. Retrieved 1 July 2010.
  16. ^ a b c Buchwald, Art (5 June 1955). "Europe's Culture Falls to Hot Dog". Washington Post. p. E3. ProQuest 148715812. We received a bulletin announcing Lyons Corner House, Ltd., the backbone of Great Britain's gastronimic empire, had opened a "Wimpy's Hamburger Parlor," right plumb in the center of Coventry st.
  17. ^ Roberts, Michele (15 March 2012). Paper Houses: A Memoir of the 70s and Beyond. Hachette UK. p. 37. ISBN 9781405516563 – via Google Books.
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  19. ^ "Lyons Sell Last Of Wimpy". The Glasgow Herald. 9 July 1977. p. 11 – via Google News.
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  21. ^ "Grand Met To Sell Part Of British Wimpy Chain". Chicago Tribune. 7 February 1990.
  22. ^ Acland, Holly (14 October 1999). "Wimpy rolls out Dr Beaks chain to take on KFC in fast food". campaignlive.co.uk. Retrieved 28 March 2017.
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  24. ^ "Restaurant Locator". Wimpy UK.
  25. ^ MacInnes, Paul (31 January 2002). "Lunch is for Wimpys: There's no longer one on every high street but the original British burger chain is still serving Big Benders - and making a comeback". The Guardian.
  26. ^ a b Clark, Ashley (29 April 2014). "The Slow Death of Wimpy, a British Institution". Vice.
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  28. ^ Golding, Amy (24 November 2009). "Wimpy to restyle its burger bars as American-style diners". Marketing Magazine.
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  30. ^ [1] Time Magazine, Once More, Terror in the Streets
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  34. ^ Vallie, Annaleigh (12 October 2011). "Wimpy helps Famous Brands reach 2000 milestone". Business Day (South Africa).
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  38. ^ a b c "Il y a 50 ans, le premier restaurant de hamburgers en France" [50 years ago, the first hamburger restaurant in France]. La Dépêche (in French). 29 May 2011.
  39. ^ "Anniversaire Le premier restaurant de hamburger à Paris, c'était il y a cinquante ans: "Wimpy", fast-food éphémère" [Anniversary of the first hamburger restaurant in Paris, it was fifty years ago: "Wimpy", fast food on this day]. L'Est Républicain (in French). 30 May 2011.
  40. ^ "France: The Snack v. La Grande Cuisine". Time. 6 May 1966. With a contract from the British-owned Wimpy chain, he opened his first four hamburger havens in Paris in 1961 and proceeded to lose money for two years. But gradually the idea of "a complete meal on a round bun" caught on. Now Borel serves 60,000 meals a day in Paris, and sales will run to $15 million or $16 million this year. Next week Borel will open his first Wimpy outside Paris in Lille, and then he moves on to the gastronomic bastion of Lyon. By the end of the year there will also be Wimpys in Nice, Bordeaux, Toulouse and Marseille, as well as five more in Paris.
  41. ^ "Wimpy en France, en avance sur son temps?" [Wimpy in France, ahead of its time?]. ou-dejeuner (in French). 2 June 2011.
  42. ^ "Old Adverts #52 – Wimpy, Dorset St, Dublin with Phil Lynott, 1968 – Brand New Retro". Retrieved 10 January 2017.
  43. ^ "Wimpy International Ltd". Caterer Search. Retrieved 29 January 2008.
  44. ^ a b "Petrogas Annual report 2010" (PDF). Petrogas. 14 February 2011. p. 16. During the year the Group decided to terminate its master franchise agreement with the Wimpy fast food brand.
  45. ^ "The week in the community: May 30 – June 5, 1966" (PDF). Opera Mundi - Europe (360). 9 June 1966. p. K – via University of Pittsburgh.
  46. ^ "Albert Heijn door de jaren heen: de 20e eeuw" [Albert Heijn through the years: The 20th century]. Albert Heijn (in Dutch).
  47. ^ "Activiteiten die werden gestopt" [Activities that were stopped]. Personeelsbladen (in Dutch) (29). 1 May 1987. p. 32 – via Stichting Albert Heijn Erfgoed.
  48. ^ "De eerste McDonalds van Europa stond in Zaandam" [The first McDonalds in Europe was in Zaandam]. De Orkaan (in Dutch). 4 February 2017.
  49. ^ a b "Ketten-Restaurants: Gold am Löffel" [Chain Restaurants: Gold on Spoon]. Der Spiegel (in German) (43). 21 October 1964. pp. 68, 70.
  50. ^ a b Heinzelmann, Ursula (2014). Beyond Bratwurst: A History of Food in Germany. Reaktion Books. ISBN 9781780233024 – via Google Books.
  51. ^ "First Wimpy Bar Open Here Soon". Sydney Morning Herald. 7 August 1963. p. 12.
  52. ^ "First Wimpy Bar Open Here Soon". Melbourne Age. 7 August 1964. p. 11 – via Google News.
  53. ^ a b Doudle, Chris & Baldwin, Karen (2006). State of Mind: The Success Secrets of 50 South Australian Entrepreneurs. Wakefield Press. p. 35. ISBN 1862546843.
  54. ^ Mihaka, Kelly (15 May 2008). "Rotorua icon Wimpy for sale". Rotorua Daily Post. Retrieved 7 June 2016.
  55. ^ Mathai, Palakunnathu G. (10 January 2014). "Wimpy Fast Foods gets embroiled in legal battle involving charges of cheating, forgery". India Today. Retrieved 2 December 2015.
  56. ^ a b Rosenthal, Rubik (2007). הלקסיקון של החיים: שפות במרחב הישראלי [Lexicon of Life: Languages in Israel] (in Hebrew). Jerusalem: Keter. p. 118. ISBN 9789650715618 – via Google Books. וימפי המבורגר ישראלי משנות השישים, מבשר הפריצה המקדונאלדית [Wimpy Israeli hamburger from the sixties, the harbinger of the Macedonian breakthrough]
  57. ^ a b Segev, Tom. 1967 :והארץ שינתה את פניה [1967: The country changed its face] (in Hebrew). Jerusalem: Keter. p. 44. ׳וימפי׳ פתחה בארץ עוד ועוד סניפים, חברה בריטית לממכר המבורגרים שלא הצטיינו אמנם באיכותם, אך יחד עם משקה ה׳סנפרש׳ גם הם כמו שייכו את ישראל אל העולם הגדול. [Wimpy has opened more and more branches in the country, a British company that sells burgers that did not excel in quality, but together with the "Sanferash" drink, they also seem to belong to Israel in the big world.]
  58. ^ ""וימפי־ישראל" פותחת מזנון במרכז טהרן" [Wimpy Israel opens a buffet in central Tehran]. Ma'ariv (in Hebrew). 27 July 1970.
  59. ^ "???". Otot [Signal] (in Hebrew). Israel Association of Advertisers (209–214): 55. 1998. ״בשנות השבעים המוקדמות השם המבורגר׳ הוכפש על ידי המתחרה, וימפי, שהוציאה שם רע להמבורגר בגלל סניטציה, הגיינה וטעם לקויים. המבורגר, באותה תקופה, היה בן חורג של הפאסט פוד הלגיטימי, הפלאפל, והוא ניסה לפלס את דרכו ללא הצלחה.״ [In the early 1970s, the name hamburger was tarnished by its competitor, Wimpy, which gave the hamburger a bad name because of its poor sanitation, hygiene and taste. The burger, at the time, was a stepson of the legitimate fast food, falafel, and he tried unsuccessfully.]
  60. ^ WIMPY Historia (Wimpy Colombiana archived website) Published 14 August 2002.
  61. ^ Presto se quedó con Wimpy Colombiana. El Tiempo. Retrieved 24 September 2008.

External links

Media related to Wimpy at Wikimedia Commons