​

Our strategy is to revitalize the Wimpy brand both internally and externally to make it relevant to today’s market.
Internally Wimpy will invest more in franchise training and monitoring.

To ensure that all Wimpy branches are of equal standard and customers are receiving high quality food and service.

​

In addition to the standard training staff and franchisees will attend brand workshops regarding the wimpy brand.

This is to ensure they truly understand the brand and will be true wimpy brand ambassadors.

Wimpy will also update its product range to differentiate from the competition by offering “personalized burgers” amongst many other pre-set meals.

​

To communicate it to the public Wimpy will employ an Integrated Marketing Communication campaign across the UK.By tackling the problems from the root cause both internally and externally, the Wimpy brand will be truly revitalized.

​

 

Training

For Wimpy to build a trustworthy brand, heavy investments must be placed on their training schemes. Wimpy is serving in two markets: the fast food market and the full-service dining. Therefore, service expectations differ between the two groups.

A new and more effective training scheme for both current and future employees will help clarify performance expectations, identify training needs and set new goals.



Promotional Offers
The Mintel (2010) report also states “the key reason fast-casual restaurants are behind fast food is merely because there aren’t many of them”. It’s likely that as more restaurants in this market appear, the market will become more competitive.

Wimpy need to be proactive and initiate offers to retain their customer base.

For example, initiating loyalty cards, coupons and group discounts are all ways to attract customers to stick with the brand (Guardian, 2006).
​

 

Social Media
Social media sites could be effectively used as a platform to increase interaction between Wimpy and their customers. 

Wimpy could gain valuable market research from genuine customers with these tools. This information will support decisions and help move the brand towards a more customer orientated model. 

​The STP highlighted the new target market as well as positioning. Facebook is a cost-effective tool to find ‘young working adult’ and advertise the personalised products and services available.