Fast food calms down: the new brand of Huckleberry's

Abstract

From 13 up to 30 in 1984 is the hoped for expansion rate of Grand Metropolitan's fast food restaurants, Huckleberry's. They see themselves becoming a national chain to vie with the likes of McDonald's and Wimpy. Giving them a new image to present an alternative to the ubiquitous red and yellow fast food uniform is Michael Peters Partnership. They have designed a subtle and sophisticated restaurant to suit the “second generation” of fast food customers. Sue Sharpies describes Huckleberry's new found confidence and takes a look at the Putney pilot.

Citation

Sharpies, S. (1984), "Fast food calms down: the new brand of Huckleberry's", Retail and Distribution Management, Vol. 12 No. 2, pp. 23-27. https://doi.org/10.1108/eb018224