02 17

Business plan of wimpy

business plan of wimpy

Remember the HEFTY garbage bags? They taunted the smaller cheaper garbage bags that broke at the first sign of stress as empty bean cans and rotting chicken bones stretched and poked their plastic skins, busting all over the disgusted housewife’s formerly spotless kitchen floor.

“wimpy, wimpy, wimpy”, the leaky bags would wimper. is your small business marketing wimpy

‘HEFTY, HEFTY, HEFTY” , the stronger sturdy bags would chant ; taunting the disgraced and broken wimpy bags….

The fact that we still remember that is proof that Hefty did not engage in wimpy marketing! How about you? Are you engaging in wimpy marketing?

We, of all people shouldn’t be doing anything wimpy. Come on –we’re small business owners. Entrepreneurs. Risk takers. We’re the brave of the brave – if we liked “easy” we’d still be rotting away in some cubicle somewhere. But we’re not. We love a good challenge. We thrive on risk. So then WHY in the world do so many of us wimp out when it comes to our marketing??? Why???

Are you wimping out when it comes to your marketing? Here are 7 signs you might be:

  1. You avoid the hard stuff – This is number one because this is the biggest mistake I see small businesses make. Read my lips – “MARKETING IS NOT EASY” – or rather EFFECTIVE marketing– that kind that will bring you more qualified leads, more sales, and higher profits—consistently, is not easy. It takes W-O-R-K. What does that mean exactly? That means you have to do the hard stuff that most of us hate: study, research, and analyze.
  2. You follow your competitors – Fear of stepping out of the box and taking risks prevents a lot of businesses from really shining through and creating that WOW factor they need to stand apart from the crowd. Take a look at what your competitors are doing and do the opposite. Are they playing it safe? Go risky. Are they all doing print? Find a less crowded place to reach your target market. (Yes, that will take some research!). AND, your competitors are most likely making all 7 of these wimpy marketing mistakes- so do you really want to do what they do?
  3. You don’t track and measure- These days with the technology we have you can track and measure almost anything. Use landing pages, coupon codes, secret phrases, and special offers to different segments of your market – ANYTHING to determine how a customer found you! If you aren’t tracking and measuring, you’re guessing and making assumptions – and you know what they say about assuming!!!
  4. Your philosophy is “more is better– More ads, more networking groups, more Facebook likes equals more unqualified leads and more good money chasing bad. After all it’s a numbers game right? Wrong! That is so 1960s! Old school sales and marketing is out and technology, surveying, and researching are IN. Stop wasting your time and money chasing all the wrong people. (Sing it: “Looking for love in all the wrong places, looking for love in too many faces…” OK, I’m stuck in retro mode!)
  5. You’re inconsistent- One ad a year does not a marketing strategy make. Neither does one networking group, one sponsorship, or one flyer. Marketing is a process. You can’t win potential customers overnight you have to court them and woo them. They have to get used to seeing you around – this builds trust…. And SALES! This doesn’t mean you have to spend a lot. Figure out your budget, figure out where and how to reach your target market and create a steady and consistent marketing campaign to reach them. Get creative, mix it up.
  6. You copy huge corporations – If it works for Wal-Mart it’s gotta be a good strategy, right? WRONG!!! Well, sorta. It’s probably a great strategy for multi-zillion dollar Wal-Mart but are you a multi-zillion dollar company? I doubt it. So what Wal-Mart does is probably not going to work for you. Wal-Mart spends billions studying their market, their customers, and their competition and then they decide how, when, and where to advertise. Shouldn’t you do the same? Don’t be a copy cat- you can’t cheat or take short cuts here. Do your own homework and find out what’s right ofr your company and your market!
  7. You give up too soon – There is no magic pill, no magic ad or networking group or tagline or sale that is going to make you an instant millionaire. This stuff takes consistency, persistence, diligence, and repetition. As long as you’re testing, tracking and measuring, keep at it until you get it right and start seeing a good ROI (Return on Investment). If you’re diligent about this part you will get where you want to go – I promise!

Ok, so… are you wimpy or are you HEFTY? Let us know!

Want to share?? Please do! Leave your comments here.


By the way, if you liked this post, I’d really appreciate your Retweet!!! Thank you. 🙂

Business Africa in Business Solutions Plan South | Plan.

business plan of wimpy Wimpy (restaurant) - Wikipedia

For other uses, see Wimpy.

Wimpy is the brand name of a multinational chain of fast food restaurants, that is currently headquartered in Johannesburg, South Africa.



Origins in the United States[edit]

Originally called Wimpy Grills, the Wimpy brand was created in 1934 by Edward Gold, when he opened his first location in Bloomington, Indiana.[1][2] The name was inspired by the character of J. Wellington Wimpy from the Popeye cartoons created by E.

[3] By 1947, the Chicago Tribune reported that the chain had twenty six units, and expected to sell eight million hamburgers annually in the Chicago area.[4]

According to a 1978 Chicago Tribune article, Gold's company Wimpy Grills Inc. of Chicago had a maximum of twenty five locations in the United States at its height, but only seven locations remained at the time of his death in 1977.[5] According to the Chicago Tribune, when Gold died in 1978, the chain vanished within the United States because no one had purchased the rights and trademark to the Wimpy name from Gold's estate.[5]

Wimpy's International[edit]

In 1954, Gold sold a licence to J.


The joint company eventually grew to 1,500 locations, and Gold later sold his share to Lyons prior to his death.[5] 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 was until Wimpy UK became a subsidiary of South Africa based Famous Brands in 2007.

United Kingdom[edit]

Lyons obtained a licence to use the Wimpy brand in the United Kingdom, from Edward Gold's Chicago based Wimpy Grills, Inc.[6][7] and, in 1954, the first "Wimpy Bar" Lyons was established at the Lyons Corner House in Coventry Street, London.

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 the Burger King brand, since it had a greater global brand recognition.[12]

In February 1990, the remaining 216 "table service" restaurants were purchased by a management buy out, backed by 3i.[13] 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.

[15] At the time of the sale in 2002, there were approximately three hundred locations in the United Kingdom and Ireland.

Although Wimpy outlets have decreased in numbers in the United Kingdom, they are still found in many cities, and at seafront/seasonal locations, such as Clacton-on-Sea, Clarence Pier in Southsea, Porthcawl and Brean Leisure Park in Somerset.[16] By the beginning of the twenty first century, most Wimpys were found in less desirable low rent locations that primarily cater to pensioners and others on a fixed income, and not in their former high street locations of their earlier days.[17] Another big change from earlier times was that most locations were now franchises, and not company owned operations.

[18][19] Having acquired the brand, Famous Brands has re branded Wimpy in the United Kingdom, to bring it in line with Wimpy South Africa. The "new" logo is actually one 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.[20] By May 2016, only 86 restaurants remain in the United Kingdom, down from over five hundred during its height in the 1970s.[18]

South Africa[edit]

Wimpy South Africa

An outside view of a Wimpy franchise in Cape Town, South Africa.

An interior view of a Wimpy in South Africa.

Wimpy International opened its first South African location in Durban in 1967.[21] The South African restaurants were sold to Bakers SA Ltd in the late 1970s, which in 1987 sold the South African chain to Pleasure Foods, then known as Juicy Lucy SA.[22]Famous Brands Limited, then known as the Steers Holdings Limited, acquired Wimpy when it bought Pleasure Foods in 2003.[23]

In February 2007, Famous Brands acquired the United Kingdom based Wimpy to become the parent company for the chain, and become in charge in collecting the franchise fees from the other franchises.[18]

By 2011, Famous Brands had 509 Wimpy restaurants in South Africa, making it the largest franchise in the Wimpy franchise system.

[25][26] His restaurant was the first hamburger restaurant in France and had predated the opening of the first McDonald's restaurant by a decade.

By the end of that year, he was able to open three more locations within Paris. By 1966, he began to expand outside the capital, starting with Lille.[27] Within a short time, Borel had twenty locations, 15 in Paris and five in the rest of the country.[25] Although successful, Borel was forced to close the chain in 1969, due to a disagreement he had with Lyons, the British parent company.[28]


Wimpy has been in Ireland on two occasions, in the 1960s, and more recently in the early 2000s.


Most have been replaced by "Grill'n'Fill" own branded areas, selling virtually identical products, or Burger King, for which Petrogas had obtained franchise. Petrogas terminated their master franchise agreement with Wimpy International in 2010.[31]



The Wimpy licence in Australia was held by Happysnaks Pty Ltd, owned by restaurateur and entrepreneur Oliver Shaul.[32][33] 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 seventy Wimpy bars around Australia, the most successful being in Hindley Street, Adelaide.


New Zealand[edit]

Wimpy had branches in New Zealand, including Auckland, Hamilton, Tauranga, Paraparaumu, Wanganui, Palmerston North and Taupo. 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.[35]


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.

[37][38] 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 was infamous in Israel for poor flavor and even sanitation and hygiene, however, it did expose Israelis to hamburger restaurants.[37][38][39]

Mr. Wimpy[edit]

Mr. Wimpy computer game

During the 1980s, advertising for the Wimpy chain featured a cartoon character called Mr. Wimpy. He was almost entirely hidden under a large hat, and only a nose and a smile were visible. His physical appearance was a visual pun, as his costume was the red dress uniform of the Beefeaters at the Tower of London, playing on the beef oriented nature of the chain's menu.

Although the Wimpy chain's name was originally inspired by the Wimpy cartoon character in Popeye, the chain's own Mr. Wimpy bore no resemblance to Popeye's Wimpy. Mr. Wimpy appeared in an official computer game by Ocean Software, released in 1984 on the ZX Spectrum, Commodore 64 and other formats.

Mr. Wimpy merchandise was also available as part of meal promotions. Customers bought certain meals or a combination of meals to qualify, then chose their product. Merchandise included soft toys and puppets (in various sizes), stationery, jigsaws and books.

See also[edit]


  1. ^ "Kennedy Ignores Flap Over Book: Edward V.


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