Is Wimpy's identity the brand's biggest asset?(Brief Article)

Will a [pound]3m redesign of Wimpy oultets help the chain compete with McDonald's and Burger King? Or is its kitsch appeal the key to the brand's longevity in the UK?

Wimpy is a brand that seems to have been around forever, but you don't know anyone who still goes there.

Moreover, when you consider everything that Wimpy has endured since it first burst onto the scene in 1954,it really is remarkable the brand is still around at all.

Wimpy has survived three ownership changes in the past ten years, seen the arrival and subsequent domination of Burger King and McDonald's, and withstood the BSE scare, which saw sales of its beef lines plummet by 20%. Yet it still boasts almost 300 outlets and …