Americana relaunches Wimpy burgers in UAE with kitchen robot, Flippy 2

By Arya M Nair, Official Reporter
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Americana relaunches Wimpy in UAE
Image Courtesy: Wimpy UK

Americana Restaurants, the largest out-of-home dining and quick service restaurant operator in the Middle East, North Africa and Kazakhstan, has relaunched the beloved burger brand, Wimpy in the UAE.

Wimpy’s inaugural location at the Dubai Mall food court will showcase a first-of-its-kind robot, Flippy 2, cooking in the kitchen.

Designed by Miso Robotics, a US-based company transforming the restaurant industry through robotics and intelligent automation, Flippy 2 is a customizable robotics solution that can automate a range of cooking tasks in restaurants and support consistency and accuracy efforts at the fry station.

The innovative robotic solution is deployed at Wimpy’s new location as part of the restaurant’s vision to become the leading, tech-first burger brand in the Middle East.

Amarpal Sandhu_Americana relaunches Wimpy burgers
Amarpal Sandhu
CEO – Americana Restaurants

“We are very excited to be reintroducing burger lovers in the UAE to Wimpy, one of the world’s pioneering American burger joints. Wimpy’s strategy is simple: serve great-tasting burgers and chicken sandwiches fast, at an affordable price and thanks to our scale we can do that without compromising on quality. Wimpy is a true disruptor in the specialty smash burger segment, we jokingly say that consumers in the UAE can now enjoy delicious juicy burgers without breaking the bank.”

Mr. Mike Bell, CEO of Miso Robotics, said that “Americana Restaurants’ push to scale robotics in their operations is a testament to their superb operating capability in the Mena region. The time is now to take Flippy global, and Americana Restaurants’ commitment to our technology will be a game changer for customers and operators alike.”

Wimpy aims to disrupt the industry with great-tasting burgers at affordable prices. Using 100 percent fresh beef, hand-breading the chicken fillet, and making every sandwich fresh on order are just a part of what sets Wimpy apart from the competition. All About You is not just the slogan, it’s the brand ethos and how each customer is served from the moment they walk through the doors or click to order online, to the moment they enjoy their food.

Wimpy currently has 25 restaurants across Egypt, Kuwait and now the UAE, with plans to expand further in the Gulf region. Wimpy is part of Americana Restaurants’ diverse portfolio of beloved iconic brands, which includes KFC, Pizza Hut, Hardee’s, Krispy Kreme, TGI Friday’s, Costa Coffee, Peet’s Coffee and Baskin Robbins.

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