The 14-strong group says the changes to its logos and other marketing collateral are designed to position the brand amongst the major players in the UK’s ‘fast-growing and competitive’ fried chicken market.
Working with Bristol design agency, Hey!What? the Miss Millie’s team underwent an in-depth review of the brand that sought to understand how it could 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’.
Miss Millie’s says 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 stores over the coming months.
The rebrand also signalled a wider review of the entire business, looking at menu construction, new flavours, ingredient suppliers, digital infrastructure, packaging and social media, all with a ‘view to reposition them as industry leaders’.
“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,” says the group's recently-appointed CEO Andy Purnell.
“It’s so much more than a new look - this is a new attitude and a renewed focus on excellent quality food for everyone.”
The majority of the brand's sites are in and around Bristol but fried chicken player has looked to spread its wings over the past few years with sites in Newquay and Eastbourne.
Miss Millie's was launched by Harry Latham in 1988 following his time at KFC, which he helped bring to the UK and was a former managing director.
The brand is named after KFC founder and Latham’s friend Colonel Sanders’ daughter Mildred.
The family owned and ran the group up until it was bought by new management in 2019.