A fried chicken restaurant group with its roots in the West of England has teamed up with a Bristol design agency to give it a new brand identity as it embarks on a period of expansion.
Miss Millie’s, which opened its first outlet in 1965 and now has 14 across the UK, appointed Hey! What? to oversee the project. 
Working with the agency, whose work ranges from music festivals and experiences to public sector bodies, the Miss Millie’s team underwent an intensive in-depth review of the brand, looking at all aspects of how it has become a success story in the increasingly competitive fast-food market.
It also analysed how to appeal to a wider UK audience, as well as attracting a younger, more savvy audience that engages with fast-food brands in a totally different way to previous generations.
The result is a more disruptive, immediately identifiable look and feel for the brand, which has now been rolled out across all digital platforms and will be introduced to its outlets over the coming months. 
The rebrand has also signalled a root-and-branch review of the entire business, including menu construct, new flavours, ingredient suppliers, digital infrastructure, packaging and social media – all with a view to reposition the brand as a leader in the highly competitive fried chicken market.
Miss Millie’s CEO Andy Purnell said Miss Millie’s had an amazing history and brand reputation, beginning nearly 60 years ago when founder Harry Latham and Ray Allen opened the UK’s first KFC in Preston, Lancashire.
In 1988, Harry, who was good friends with KFC’s Colonel Sanders and his family, took over some of KFC’s West Country outlets.
Overnight he renamed them Miss Millie’s in honour of the Colonels’ daughter Mildred, while using a signature chicken seasoning created by the Colonel’s grandson.
Andy Purnell added: “With our new expansion plans it was time for a new approach to ensure we have a wider appeal.
“We’re so excited to reveal our new look, alongside our new flavours and menu items.
“It’s so much more than a new look – this is a new attitude and a renewed focus on excellent quality food for everyone.”
Miss Millie’s currently has 10 locations across Bristol and the South West, along with outlets in Southampton, Edinburgh, Eastbourne and Newquay. It plans to open a number of new restaurants, starting next year.
Hey! What?’s clients have included Massive Attack, Bristol Beacon, city-based festival Love Saves the Day and Wake The Tiger, the immersive visitor attraction that opened in Bristol two years ago.
It described Miss Millie’s as “a beloved chicken joint that features in many fond childhood memories of those raised in the South West – whether it’s a family lunch at the beach or pre-cinema snack with friends”.
It added: “Over the years the brand faced an identity crisis as they failed to retain their cultural relevance.”
As the group geared up for a multiple store expansion, it was the perfect opportunity to position it as a modern fried chicken shop that appealed to both its historical customers and a younger, more savvy audience.
