Wimpy (United States)

Wimpy Restaurants, LLC is an American fast food chain. The company is headquartered in, in the. The chain started out as a table-service restaurant before transitioning to a fast food format in the late-1970s.

The chain was founded in, by Edward Gold in 1934 as Wimpy Grills, and the US operation was bought out in 1977 by its three largest franchisees following Gold's death. Currently, the US operation has no corporate relations with the run by -based  outside of a perpetual license granted to Famous to use some trademarks and menu items.

History
The Wimpy brand was established in 1934 by Edward Gold, when he opened his first location in Bloomington, Indiana, under the name Wimpy Grills. The name was inspired by the character of J. Wellington Wimpy from the Popeye cartoons created by E. C. Segar. Gold did not open his first Chicago area location until two years later in 1936, after opening units in five other Midwestern cities. By 1947, the Chicago Tribune reported that the chain had 26 units, and expected to sell eight million hamburgers annually in the Chicago area.

In 1977, after Gold's death, the American operations of Wimpy were purchased by the company's three largest US franchisees - Ron Bloom of, George and Mary-Ann Taylor of and David Curschmann of ,  - who reincorporated the company as Wimpy Restaurants Corporation, with headquarters in the Detroit suburb of. In 1981, the company relocated to.

Under the joint ownership of Bloom, the Taylors and Curschmann, the chain began transitioning to a fast food format to better compete against other burger-centric chains such as. By 1986, Curschmann had become sole owner.

In 1988, purchased Wimpy Restaurants Corporation from Curschmann. In 1993, Wimpy introduced its kids meal, the Wimpy Kids Meal.

In 1996, RJR Nabisco sold Wimpy to, the parent company of and.

In 2001, CKE sold Wimpy to private equity firm Maroon Capital Management. In 2009, Maroon sold Wimpy and sister chain Hot 'n Now to another private equity firm,.

In 2015, the management of Wimpy, Hot 'n Now and Sandwiches Etc. bought out the three chains from 3i and reorganized as Tasteful Holdings, with headquarters in.

Marketing
In 1998, the chain introduced the slogan "Real Honest. Real Good." in a campaign produced by ad agency Harris/DiCarlo/Hastings.

In 2019, Tasteful Holdings launched its largest marketing campaign for Wimpy in a decade. The multi-platform campaign relies primarily on self-referential humor relating to Wimpy's branding and attempts by fast-food chains to connect with consumers through trendy marketing, such as social media posts making use of "deliberately unfunny" memes (often accompanied by post text in all-lowercase, to mock the use of all-lowercase by brands in their social media posts), the account responding to negative comments with generic, non-specific "roasts" (e.g. "you're dumb", "haters are stupid" and "you're wrong"), buses and commuter train cars plastered with wraps resembling the restaurant's packaging for its menu items, and television commercials making use of "Z-list" celebrities such as  and  supposedly because "we can't afford influencers".