What regeneration plans could mean for the last Wimpy in the North West

The last Wimpy restaurant in Merseyside has become a beacon for enthusiasts from across the UK and Ireland – but its future is uncertain as its home town awaits regeneration. Sanjay Chaddah's family has run the Birkenhead Wimpy for 30 years, and it's now the iconic brand's final bastion in the North West.

Sanjay says patrons travel from across Britain and even from Dublin for the store's famous burgers, and have given it an array of five-star TripAdvisor reviews. But now franchisee Sanjay is waiting to find out what will happen to his restaurant as Wirral Council prepares to regenerate the Princes Parade area of Birkenhead town centre.

With his adviser Andrew Moore, Sanjay is keen to engage with the council to ascertain the prospects for his restaurant—whether it will remain, relocate, or even need to close. They say they are frustrated at the progress of their conversations with the authority. The council itself says it will work with all affected tenants as plans are finalised, reports the Liverpool Echo.

Sanjay said: "We've got a lot of loyal customers who say 'see you next year'. I don't know what to say to them."

Wimpy, a British icon in the 1970s, boasted hundreds of restaurants across the country. Its beefeater mascot, Mr Wimpy, was a familiar sight on high streets and hosted countless children's parties.

The first Wimpy Bar opened its doors in 1954, and the brand rapidly expanded globally, reaching Ireland, France, and South Africa. Every now and then, Wimpy's 1970s menu goes viral on social media, featuring items like the Shanty Bunch (36p), Delta Grill (36p), and Eggburger (23p), along with desserts such as the Knickerbocker Glory (25p) and the Brown Derby (just 17p).

There were also several meal options featuring its round frankfurter sausage, then known as a Bender. The original chain was acquired by Burger King owner Grand Metropolitan in the late 1980s, and most UK Wimpies were converted to that rival burger brand.

This transition was so swift that many people still believe the Wimpy brand disappeared entirely. However, a small number of Wimpies survived, primarily in Greater London, the South East, and Essex, but with branches as far away as Devon and Aberdeenshire.

Wimpy also endured in South Africa, where it still operates hundreds of restaurants. In 2007, Famous Brands, the owner of Wimpy in South Africa, took over the British chain.

Since then, the Wimpy network has seen periods of expansion and contraction. The Wimpy in Williamson Square in Liverpool city centre shut down in 2011.

With the closure of other Wimpies in Bootle, Runcorn, and Salford, the Birkenhead branch now stands as the only Wimpy in the North West.

The famous chain isn't disappearing anytime soon. It continues to open new restaurants, including one in Brighton this month.

The brand remains much-loved by a group of enthusiasts, including this author who once embarked on a Scottish holiday solely to visit all its Wimpies and was quoted in Vice in 2021. This year, Anthony Zupnik from Leeds set out on a mission to visit every Wimpy in the UK as part of a charity fundraiser.

Currently, there are over 60 Wimpies across the UK, with the chain estimating an annual usage of more than 25,000 litres of its secret recipe Wimpy Special Sauce.

The nostalgia associated with Wimpy ensures that Sanjay's restaurant attracts regulars from across the UK and beyond. He said: "Last Saturday we had people from Portsmouth. In January we'll have people over from Ireland. They come and stay in Liverpool and have breakfast and tea here."

He added: "It's the only Wimpy in the North West. The next one would be in Huddersfield. People come in just to see us. You come, Andy comes. There's a community that comes together."

Sanjay estimates that 60% of his loyal customers are from Liverpool.

He smiled: "We've got 'hardcore customers'. They come over especially.

"We've got people staying in Liverpool who come over for breakfast and tea, for their evening meal. And there are so many restaurants in Liverpool! Check TripAdvisor. People from all different places will come up. TripAdvisor speaks for itself."

The Wimpy in Birkenhead has garnered a slew of five-star reviews, often on a nostalgic theme. In November, a review by Paul C titled "Wimpy the King of all Burgers" said: "Spent the day in Birkenhead shopping centre and found this place as we were heading home. What a great surprise as I never knew Wimpy existed anymore."

Another customer, Jonathan M, left feedback in October called "Best Burger in Birkenhead", saying: "After someone mentioned Wimpy in the Off Menu Podcast, I was reminded that I have a Wimpy local to where I work and I hadn't been here in over 30 years."

He added: "I ordered the Mighty Meaty cheeseburger with bacon and bendy sausage with fries and I can say with all honesty, that this was the best burger I've eaten. Miles better than the other high street competitors."

A local named Amalmond said in November: "We went there earlier this month as it was my late dad's birthday and his favourite place to eat, a real trip down memory lane."

Tom B from Trowbridge highlighted the quality by stating it was "one of the best" Wimpies in the UK and is already planning another visit in "Jan 2025!"

Despite its popularity, franchisee Sanjay faces challenges with foot traffic in Princes Pavement, which he notes is quieter than other areas of Birkenhead town centre.

Wirral Council is facing the challenge of regenerating the town centre after purchasing the Pyramids and Grange shopping centres in 2023 for £10.5m. The old House of Fraser building, once a Birkenhead landmark, was taken down in January.

Earlier this year, Pragma, a consultancy firm, labelled the shopping centres as "inherently dated". The council has since said the report is outdated and is now developing new strategies for the St Werburgh's area.

Plans suggest substantial parts of the Pyramids could be replaced with new housing and retail spaces, potentially transforming Birkenhead into a standout destination and reinstating its status as Wirral’s hub for living, working and leisure. As the redevelopment progresses, the council has pledged to consult with all businesses involved.

Andrew Moore from Moore Property Consulting, who is working with Sanjay Chaddah, said: "We have had protracted lease renewal discussions with them on whether they might offer Mr Chaddah a potential relocation or a new lease in existing premises."

Both he and Sanjay say they want to work with the council to find a resolution. Sanjay is adamant he wants to keep the restaurant open, either at its current location or elsewhere in Birkenhead.

If there's no place for Wimpy in Birkenhead, he wants to resolve the situation amicably and inform his customers. Sanjay stated: "We want a deal on the table where it's viable for me to stay or where it's viable for me to go."

He added: "They (Wirral Council) are meant to be working for the public. Well, I'm the public, you're the public, the customers are the public. We're serving the public. People are coming in from Dublin, from all over the country.

"If I'm going to close the unit I should give everybody good notice."

Andrew wants the council to clarify the future of Princes Pavement so Sanjay and his family can make an informed decision. He commented: "It's a Catch-22 - they don't know whether to stay or go."

Sanjay describes the centre as being in limbo while tenants await news of what will happen next. He believes the council should view Wimpy as a valuable asset and a business that should be encouraged to remain in the centre. He remarked: "If anything, I'm bringing people into the town centre. A lot of people come in, have something to eat, then have a little look around.

"I don't understand if they don't want Wimpy here, or what their intentions are."

A Wirral Council spokesperson said: "Masterplans are documents outlining potential options for the future and are not intended as definitive descriptions of how an area will be developed. They present an indication of how the authority would seek to improve the area and, in this case, make it a more attractive location for shopping, to visit and to live.

"If and when any specific proposals are brought forward they will be subject to all the usual planning requirements and consultation with local businesses and residents, including working closely, where appropriate, with businesses if relocation may be required."

Meanwhile, Sanjay continues to serve both loyal and new patrons at Merseyside's Wimpy, reminding customers that the beloved fast-food chain is still thriving in the region. The diverse menu offers something for everyone, from classic burgers to an all-day breakfast complete with a round frankfurter sausage, now named a Pork Bendy, and even vegetarian selections like the Beyond Meat burger.

Dessert isn't forgotten either: the Brown Derby, a delightful combination of doughnut, ice cream, and chocolate sauce, now priced at £5.95, remains a popular option.

But the most popular meal at Birkenhead Wimoy is another classic, Sanjay says: "Quarter pounder with cheese, with special sauce."