Magazine article Marketing

Job Interview

Magazine article Marketing

Job Interview

Article excerpt

Name Katherine Young

Company Wimpy International

Job title Marketing director

How did you get into marketing?

My science degree course included marketing, which I chose as my dissertation subject and I have never looked back since. I followed my degree with a Chartered Institute of Marketing diploma course to reinforce the theory behind the practice.

What are the challenges in the fast food sector?

There has been massive expansion from all the existing players in the market, which has undoubtedly grown the whole sector, plus a whole range of new entrants, where companies are extending their existing retail offering to include food. This proliferation of places to eat has made consumers much more price conscious, and the market far more competitive. In what other industry is the norm a 'buy one, get one free' offer?

Will the launch of Dr Beaks affect the Wimpy high street offering?

No, the Dr Beaks and Wimpy brands are complementary, with different product offerings and different target audiences. Wimpy restaurants have a predominantly lunchtime trade, whereas Dr Beaks will target evening trade. However, the Wimpy business has grown through franchising, and we now have a nationwide network of franchisees which could also run a Dr Beaks outlet. This would enable the Dr Beaks brand to grow more quickly.

What was your big break?

Being headhunted for the role of marketing manager at Wimpy, where I had a role with responsibility and accountability.

Where do you see your self in ten years' time?

As group marketing director of our restaurant business - with two or possibly three other brands within our portfolio. …

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