Market Analysis
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The figures projecting 17.5% growth in the European fast food industry by 2016 projected by Marketline (2012) continue to make fast food an interesting and exciting industry to compete in. With a strong strategy Wimpy can be part of this growth within the next year.

We already have the infrastructure and the business know-how. Wimpy needs to refresh itself to its former glory. 

It needs to create awareness in the new generation and rectify the relationships it has ruined with old customers.


Up to 58.3% of the fast food chains are in the form of restaurants as stated in Marketline (2012) Wimpy is also currently competing in this sector with the differentiation factor of “table service”. Although it is a strong differentiating factor Wimpy has yet to capitalize on this feature fully.

Judging from the revenues in 2011 Wimpy’s performance of 95 million GBP (Famous Brand Annual report 2011) is not comparable to its competitors in the same sector. In 2012 when the market has grown by 2.1% (Market line, 2012) Wimpy has experience a 21% decrease in revenue (Famous Brand Annual report 2011) Even though it has been around since the 1950’s Wimpy’s revenue, brand image and business has gone down a downward spiral.