Wimpy (Pleasure Foods) – South African trademarks
Updated 8 November 2026
Pleasure Foods holds the Wimpy restaurant brand, part of the Famous Brands group. Wimpy is one of South Africa's best-known family restaurant chains.
How Wimpy (Pleasure Foods) has built and protected its brands in South Africa – its trademark portfolio, where it expanded, how quickly its marks are registered, and who it competes with.
Download report (PDF)Wimpy (Pleasure Foods) trademarks in 45 seconds
Watch the video on its own page, with transcript – https://snz.co.za/trademark-country-selection-direct/wimpy-pleasure-foods-south-african-trademarks/overview-video.html
A portfolio built over time
Wimpy (Pleasure Foods) filed its first South African trademark in 1955 and has filed 594 since; its busiest year was 1997, with 63 new filings. The chart shows its filings per year from 1970.
Trademarks by filing year, up to 2024; applications still pending are not included.
The names behind the portfolio
Over the years the group has filed under several names – earlier company names, holding companies and subsidiaries. We count them together.
| Name | Marks | Filing years |
|---|---|---|
| Wimpy (Pleasure Foods) | 459 | 1968–2023 |
| Famous Brands Management | 356 | 1955–2022 |
| Pink Potato Trading 103 | 9 | 2011–2016 |
| Famous Brands Great Bakery | 4 | 1982–2001 |
| Famous Brands Coffee | 3 | 2022–2022 |
| Souldance Holdings 11 | 3 | 2010–2010 |
| Famous Brands Design Studio | 1 | 2019–2019 |
| Famous Brands Food Services | 1 | 2002–2002 |
Where Wimpy (Pleasure Foods) expanded its business
Trademark classes show what a business sells. Wimpy (Pleasure Foods)'s portfolio is concentrated in coffee, flour & sweets (class 30), meat, dairy & oils (class 29), tech & it services (class 42). Its most recent moves were into processing materials (2022), telecoms (2017), legal & security (2008).
Wimpy (Pleasure Foods) trademarks: expansion into trademark classes, 1970–2023
Watch the video on its own page, with transcript – https://snz.co.za/trademark-country-selection-direct/wimpy-pleasure-foods-south-african-trademarks/class-expansion-video.html
Each tile is a class; it lights up when the group first files in it and darkens with more filings; the dots show how many of its closest rivals also file in that class. The chart compares the number of classes used with its rivals. The video runs from 1970; classes entered earlier are lit from the start.
| Class | Marks | Share | Since |
|---|---|---|---|
| 30 Coffee, flour & sweets | 127 | 21.4% | 1955 |
| 29 Meat, dairy & oils | 108 | 18.2% | 1959 |
| 42 Tech & IT services | 106 | 17.8% | 1972 |
| 43 Restaurants & hotels | 96 | 16.2% | 1972 |
| 32 Beer & soft drinks | 57 | 9.6% | 1961 |
| 35 Advertising & retail | 40 | 6.7% | 1997 |
| 31 Fresh produce & pet food | 9 | 1.5% | 1983 |
| 16 Paper & print | 8 | 1.3% | 1972 |
The brands Wimpy (Pleasure Foods) protects most
The word marks and logo names Wimpy (Pleasure Foods) has filed most often – the same brand filed in more classes, in more versions or again over the years.
| # | Brand | Trademarks | Classes | Filed |
|---|---|---|---|---|
| 1 | MILKY LANE | 29 | 11 | 1986–1997 |
| 2 | WIMPY | 27 | 16 | 1955–1997 |
| 3 | JUICY LUCY | 19 | 11 | 1974–1990 |
| 4 | WHISTLE STOP | 13 | 5 | 1995–1997 |
| 5 | WIMPY B.EAT | 7 | 7 | 2008–2008 |
| 6 | WIMPY BETTER CHOICE | 7 | 7 | 2008–2008 |
| 7 | MACMUNCH | 7 | 5 | 1996–1997 |
| 8 | GOLDEN EGG | 7 | 4 | 1972–1997 |
| 9 | FOREVER LEKKA | 6 | 6 | 2012–2012 |
| 10 | FOREVER LEKKER | 6 | 6 | 2012–2012 |
| 11 | BIG W | 6 | 4 | 1986–1999 |
| 12 | FOOD 4 FUN WIMPY KIDS MEAL & GIVEAWAY | 6 | 3 | 2010–2010 |
| 13 | SON OF BIG W | 6 | 3 | 1986–1999 |
| 14 | TURN 'N TENDER | 6 | 3 | 2011–2016 |
| 15 | WIMPY SIZZLES | 6 | 3 | 1997–1998 |
Logos filed most often (since 2020)
Wimpy (Pleasure Foods)'s logos
The 7 different logos Wimpy (Pleasure Foods) has had published since 2020 – each logo shown once, however many classes or versions it was filed in. Logos protected in more classes come first.
How quickly its trademarks are registered
Over the last five years, Wimpy (Pleasure Foods)'s marks took a median of 4.3 years from filing to registration, slower than the market's 2.7 years. Most of that time is examination: 2.3 years from filing to acceptance (market: 1.9). Registration itself follows about half a year after acceptance.
Median years from filing to registration per registration year, split into examination (filing → acceptance) and acceptance → registration; the dashed line is the market median. A high recent value means older applications came through that year.
Who files the most in Wimpy (Pleasure Foods)'s classes
Ranked by number of trademarks filed in Wimpy (Pleasure Foods)'s main classes – any company that files there, whatever else it does (including retailers' own brands). This shows Wimpy (Pleasure Foods)'s market position, not who is most like it.
In the last five years, Wimpy (Pleasure Foods) was #99 of 1,368 filers in class 30 (coffee, flour & sweets), with 5 of 3,209 trademarks; #154 of 919 filers in class 29 (meat, dairy & oils), with 3 of 2,013 trademarks.
Wimpy (Pleasure Foods)'s share of all trademarks filed in each of its main classes, per filing year.
Top trademark filers in class 30 (coffee, flour & sweets), South Africa 1975–2024: Wimpy (Pleasure Foods)
Watch the video on its own page, with transcript – https://snz.co.za/trademark-country-selection-direct/wimpy-pleasure-foods-south-african-trademarks/class-30-race-video.html
Main competitors – the companies most like Wimpy (Pleasure Foods)
Ranked by how similar their whole trademark portfolio is to Wimpy (Pleasure Foods)'s – the same mix of classes and the same words in their marks – not by size. Large filers in its classes that do something different rank lower here.
Wimpy (Pleasure Foods)'s closest competitors in South Africa are Gastronomie Investment, Spur, Athanasios Cavallineas A South African … and Triplesevens Trust.
Wimpy (Pleasure Foods) trademarks vs competitors: filings per year, 2010–2024
Watch the video on its own page, with transcript – https://snz.co.za/trademark-country-selection-direct/wimpy-pleasure-foods-south-african-trademarks/competitors-video.html
Trademark filings per year: Wimpy (Pleasure Foods) (orange) and its five closest competitors.
| # | Company | Relationship | Similarity |
|---|---|---|---|
| 1 | Gastronomie Investment | Direct competitor | 77% |
| 2 | Spur | Direct competitor | 76% |
| 3 | Athanasios Cavallineas A South African … | Direct competitor | 74% |
| 4 | Triplesevens Trust | Direct competitor | 73% |
| 5 | KFC | Direct competitor | 72% |
| 6 | Nando's | Direct competitor | 72% |
| 7 | Life and Brand Portfolio | Direct competitor | 70% |
| 8 | Tsebo | 71% | |
| 9 | Suntory | 68% | |
| 10 | Shoprite | Retailer's own brands | 71% |
Similarity of trademark activity since 2015 (classes and words used in marks). Retailers appear where their own brands compete on the shelf.
Wimpy (Pleasure Foods) – relevant export countries
Adjust the weightings
These weightings decide how the countries below are ranked. Change any value and the others adjust to keep the total at 100%.
Worldwide
| # | Market | Score | SA exports | Import growth / yr | Route | Cost, 5 classes |
|---|---|---|---|---|---|---|
| 1 | European Union | 83 | US$469 m | +5% | National | US$2,388 |
| 2 | United States of America | 73 | US$169 m | +0% | National | US$3,425 |
| 3 | China | 70 | US$47 m | -8% | National | US$1,224 |
| 4 | United Kingdom | 68 | US$54 m | +6% | National | US$1,371 |
| 5 | Japan | 63 | US$38 m | -5% | National | US$1,774 |
| 6 | Mozambique | 59 | US$229 m | +14% | ARIPO | US$450 |
| 7 | Hong Kong SAR | 57 | US$17 m | +0% | National | US$1,715 |
| 8 | Philippines | 57 | US$17 m | +2% | National | US$1,526 |
| 9 | Nigeria | 56 | US$22 m | -2% | National | US$1,015 |
| 10 | Botswana | 56 | US$253 m | -2% | ARIPO | US$450 |
Africa
| # | Market | Score | SA exports | Import growth / yr | Route | Cost, 5 classes |
|---|---|---|---|---|---|---|
| 1 | Mozambique | 59 | US$229 m | +14% | ARIPO | US$450 S&Z |
| 2 | Nigeria | 56 | US$22 m | -2% | National | US$1,015 S&Z |
| 3 | Botswana | 56 | US$253 m | -2% | ARIPO | US$450 S&Z |
| 4 | Zimbabwe | 55 | US$169 m | +7% | ARIPO | US$450 S&Z |
| 5 | Lesotho | 55 | US$124 m | -5% | National | US$326 |
| 6 | OAPI (17 states) | 55 | US$21 m | +8% | National | US$1,563 S&Z |
| 7 | Eswatini | 54 | US$122 m | +0% | National | US$446 |
| 8 | Malawi | 53 | US$38 m | +11% | ARIPO | US$450 S&Z |
| 9 | Egypt | 52 | US$14 m | -4% | National | US$2,278 |
| 10 | Algeria | 50 | US$414 k | +50% | National | US$1,445 |
SA exports = South Africa's exports of these goods to the market in the last year. Ranked with the default weightings. Score 0–100 from South Africa's exports of the goods to the market, net imports, import growth, foreign trademark filings, where the goods are made, market size and the cost of protection. Costs are total fees (official and professional) to file in 5 classes; ARIPO costs are per country, plus US$301 once per ARIPO application; S&Z = S&Z's own all-in price. Goods are taken from the classes and specifications, so the ranking is indicative.
Trade data: CEPII BACI (version 202601, trade flows 2022–2024), Licence Etalab 2.0; aggregated and combined with other data by S&Z.
Protecting its top brands in Nigeria and OAPI with S&Z
| Brand | Classes | Nigeria | OAPI (17 states) |
|---|---|---|---|
| MILKY LANE | 11 | US$2,233 | US$2,671 |
| WIMPY | 16 | US$3,248 | US$3,595 |
| JUICY LUCY | 11 | US$2,233 | US$2,671 |
| WHISTLE STOP | 5 | US$1,015 | US$1,563 |
| WIMPY B.EAT | 7 | US$1,421 | US$1,932 |
S&Z all-in prices per brand in its number of classes, filing to registration.
TM Country Selection Rank the countries for your own goods and get the quotes.
Word marks you may have considered opposing
For Wimpy (Pleasure Foods)'s five most-filed brands: word marks of other companies (not Wimpy (Pleasure Foods)'s own group) that our similar word mark search, SimTM, found in the brand's own classes, and that we consider confusingly similar – from the earliest match found to today.
Similar to MILKY LANE (classes 29, 30, 32, 43; searched 2018-03-28 to 2026-11-07)
No confusingly similar marks of other companies found in this period.
Similar to WIMPY (classes 29, 30, 32, 42, 43; searched 2023-02-22 to 2026-11-07)
No confusingly similar marks of other companies found in this period.
Similar to JUICY LUCY (classes 29, 30, 32, 42, 43; searched 2018-02-28 to 2026-11-07)
No confusingly similar marks of other companies found in this period.
Similar to WHISTLE STOP (classes 29, 30, 32, 35, 43; searched 2018-10-31 to 2026-11-07)
No confusingly similar marks of other companies found in this period.
Similar to WIMPY B.EAT (classes 16, 29, 30, 32, 35, 43, 45; searched 2019-11-27 to 2026-11-07)
No confusingly similar marks of other companies found in this period.
Similarity of the words only. Whether a mark could have been opposed depends on the goods and services, the reputation of the brand and the facts – S&Z can advise. New marks like these are what SimTM watch reports as they are published.
How S&Z can help you
S&Z does not just file trademarks. We are a technology-first firm that manages trademarks – analysing your data, monitoring competitors and making sure your trademark assets remain protected.
We manage your trademarks – not just file them
Analysing your data, monitoring competitors and making sure your trademark assets remain protected:
Filing and renewal at fixed, all-inclusive prices
S&Z prices – South African trademarks
| Filing, first class – incl. official fee, examination report, routine office action, acceptance, publication, registration and e-certificate | US$240 |
| Each additional class of the same mark, filed at the same time | US$225 |
| Renewal online, per class (every 10 years from filing) | R1,027 ≈ US$62.29 |
Renewal in rand; US$ at R16.49 per US$.
Wimpy (Pleasure Foods)'s next five years of renewals
157 of Wimpy (Pleasure Foods)'s registered marks reach their ten-year renewal date in 2027–2031. Renewed online with S&Z, that costs about US$9,779 over the five years.
Wimpy (Pleasure Foods): frequently asked questions
What should Wimpy (Pleasure Foods) consider for its trademarks?
- Fewer new brands: new brand names fell from 7.2 to 2.4 a year – worth reviewing whether planned launches are being protected early enough.
- Renewals and use: keep track of the ten-year renewal dates and of marks that are no longer used – unused marks can be challenged after five years, and some may no longer be worth renewing.