The International Food Chain That Became A South African Icon.
When discussing iconic diner-style food outlets in South Africa, Wimpy immediately comes to mind for many people.
With 458 locations across South Africa, Wimpy has become a cherished staple in the local dining scene, holding a prominent place in the country’s culinary landscape.
While many attribute it to being South African, Wimpy’s roots are international. However, it only truly gained its iconic status after making a significant impact in Mzansi.
Wimpy’s journey began in the United States in 1934, when it was founded by Eddie Gold in Bloomington, Indiana.
Initially named after the burger-loving character “J. Wellington Wimpy” from the Popeye comic strip, the chain focused on serving hamburgers under the name “Wimpy Grills”, expanding to Chicago
Eddie Gold eating a Wimpy burger.
Wimpy Grills saw its highest point in the United States with 26 locations in 1947. However, its success in its country of origin was short-lived.
In 1954, Gold signed a licensing agreement with J. Lyons and Co. to operate Wimpy Bars across the United Kingdom.
This marked the beginning of further international expansion through Wimpy International in subsequent years.
Wimpy Grills Inc. later formed a joint company with Lyons called Wimpy’s International Inc. in 1957.
Wimpy’s International was based in Chicago and allowed the brand to operate Wimpy Grills in the rest of the world.
Wimpy then arrived in South Africa in 1967, marking a significant milestone in the chain’s history. It opened its first restaurant in Murchies Passage, Durban, and 1,000 opening day.
The first Wimpy outlet in Durban, South Africa. Photo: Wimpy
This is because it was one of the first Western fast-food chains to enter the South African market and at affordable prices, establishing a strong brand recognition early on.
Throughout the 1970s, Wimpy expanded across South Africa (mainly through franchising), establishing numerous outlets in cities and towns nationwide with its American-style fast food, combined with the local appeal of its family-friendly dining experience, contributing to its swift success.
It focused on Wimpy coffee, all-day breakfasts, burgers and grills, complemented by a wide selection of shakes and desserts – something it would develop for years to come.
While Wimpy was booming in South Africa, in 1977, only seven Wimpy locations remained in the United States—all of which closed after Gold’s death that year—due to a lack of leadership and a highly competitive fast-food market in the US.
Despite its domestic decline, the brand reached its zenith with 1,500 locations worldwide the following year, mainly thanks to its UK and South Africa operations.
In the late 1970s, South African Wimpy restaurants were sold to Bakers SA Ltd.
It was during this period that the restaurant became a household name in South Africa.
The 1980s saw significant growth for the chain, driven by a mix of company-owned and franchised locations being rolled out.
It adapted its menu and marketing strategies to cater to local tastes and preferences, ensuring a strong connection with South African consumers.
A key strategic move in this decade was its partnership with Mobil (now Engen), which led to the rapid establishment of Wimpy ‘pit-stops’ at petrol stations nationwide. To date, Wimpy pit stops can be found countrywide.
A Wimpy menu, 1983.
In 1987, Bakers SA sold the South African chain to Pleasure Foods, then known as Juicy Lucy SA.
During this period, Wimpy became the first sit-down restaurant to officially serve all South Africans, regardless of race laws imposed by apartheid, further increasing its market.
The dawn of democracy saw a big boost for the restaurant, as there was a surge in consumer spending.
In 2003, Famous Brands Limited, then known as Steers Holdings Limited, acquired Wimpy South Africa when it bought Pleasure Foods. Famous Brands then bought the other international Wimpy holdings in 2007.
By 2011, Wimpy had opened its 500th restaurant in South Africa, far exceeding its presence in other countries.
In 2024, it remains one of the most popular restaurant franchises in South Africa.
According to Famous Brand’s most recent annual report, there are 544 Wimpy outlets – 458 (84%) in South Africa, 63 (11%) in the UK and 23 (5%) in other SADC nations.
There are also a couple stores in Kuwait, Egypt, and the United Arab Emirates, but not owned by Famous Brands.
Describing why they believe Wimpy has made such a name for itself in South Africa, well above that of other nations, Managing Executive at Famous Brands Molla Bonnet attributes it to strong branding, effective marketing, and adaptability to consumer preferences such as adopting healthier options.
“We have a strong connection with all South Africans [given that] we have a great footprint and we are very easily accessible,” Bonnet previously said.
“Our consumers decide to eat a quick breakfast or a long lunch while they are shopping, going on a road trip or simply taking some time out.”
“[They] are greeted by a warm South African welcome followed by friendly, efficient table service. We offer good quality classics with fresh appeal and a uniquely recognisable Wimpy taste.”
“So, there is always a Wimpy close by with a modern South African feel. Our recognisable food and coffee has broad appeal that is enjoyed without breaking the bank, and our table service is quick and friendly for families and kids,” concluded Bonnet.
Source: BusinessTech – www.businesstech.co.za
