Wimpy is a fast-food chain that was founded in the United States. It found its success internationally, mainly in the United Kingdom and South Africa. 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.
The fast food chain coined its name from J. Wellington Wimpy in the Popeye cartoon strip, so used Mr Wimpy, an exaggerated beefeater figure, to advertise and promote their product, including employing people to wear Mr Wimpy suits outside the restaurants.
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 death in that year. Despite the brand’s demise domestically, the chain would peak at 1,500 international locations the following year.
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. Wimpy became known for its burgers, breakfasts, and classic British diner-style meals. Popular menu items include the Wimpy Burger, Bender in a Bun, and all-day breakfast platters.
As 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. In 2017 and 2020, the company announced plans for nationwide expansion in the United Kingdom. There are also outlets in Kuwait, Egypt, the United Arab Emirates and Lesotho.
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. They had an outlet in Bangalore which I have visited twice.