Problems

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As outlined in the above slide show, Wimpy’s problems can be clearly categorized into two categories: Internal management and branding.
Starting with internal management, Wimpy has changed holding companies numerous times since 1970’s none of its holding companies have given Wimpy much importance. This is illustrated in 1989 when Wimpy was brought by Grand Metropolitan who changed over 100 Wimpy restaurants into Burger King (Hotel and caterer, 2005).

Secondly, the business structure of this organization- franchising. A double ended sword, although it allows fast growth it has also lead to the deterioration of the Wimpy brand image from poor service and low food standards resulting in a large amount of unsatisfied customers who have voiced their opinions through the internet (please see exhibits 1-4).