The UK’s original fried chicken shop, Miss Millie’s, has this week unveiled a brand new, forward-thinking brand identity, and a disruptive new attitude, positioning them amongst the major players in the UK’s fast-growing and competitive fried chicken market.
The Miss Millie’s story began in 1965, when Harry Latham and Ray Allen opened the UK’s first KFC in Preston, Lancashire. In 1988, Harry, who was good friends with Colonel Sanders and his family, took over some of the KFC stores in the West Country and overnight renamed them, Miss Millie’s, in honour of the Colonels’ daughter Mildred, whilst using a signature chicken seasoning created by the Colonel’s grandson. Fast forward to the present day, and there are now 14 stores across the UK, with plans to expand ever further in 2025.
Miss Millies has built up a very loyal customer base in the South West over the last 3 decades, however, with ambitious growth plans to further their UK expansion, it’s now time for a new look and a new approach, which will not only introduce new customers to the brand, but also to engage a younger audience, and to stand out in an increasingly competitive market.
Working with Bristol design agency, Hey!What? the Miss Millie’s team underwent an intensive in-depth review of the brand, looking at all aspects of what has played a part in establishing them as such a loved household name in the South West, but also how they appeal to a wider UK audience, as well as how to attract a younger audience, who are engaging with fast-food brands in a totally different way to previous generations.
The result is a more disruptive, immediately identifiable look and feel for the brand, which has been rolled out across all digital platforms and will be rolled into their nationwide stores over the coming months. The rebrand also signalled a much wider review of the entire business, looking at menu construct, new flavours, ingredient suppliers, digital infrastructure, packaging and social media, all with a view to reposition them as industry leaders within the highly competitive fried chicken world in the UK. As a result they’re now offering an even more tasty secret breading recipe of 12 Herbs and Spices!,, the best wings in the business and a new and improved offering of tenders,burgers and wraps, alongside shakes, sundaes and sides.
Speaking about the new look for the brand, new CEO Andy Purnell said:
“Miss Millie’s has an amazing history and brand reputation in the South West, but with our new expansion plans it was time for a new approach to ensure we have a wider appeal, and we’re so excited to reveal our new look, alongside our new flavours and menu items! It’s so much more than a new look – this is a new attitude and a renewed focus on excellent quality food for everyone!”
Miss Millie’s currently have 10 locations across Bristol and the South West, with additional stores in Southampton, Edinburgh, Eastbourne and Newquay, and have exciting plans to expand in various locations around the UK for 2025.
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Press contact: Meg Pope meg@duchessmedia.com
Images: https://drive.google.com/drive/folders/1-1fiQB2dAiSwcepV96_SoNXg2h5PLecE
