Hey! What? Help Repositioning an Iconic Fast Food Brand, Miss Millie’s

Miss Millie’s story begins in 1965, when its founders opened the UK’s first KFC in Preston. Fast forward to 1988, and the Miss Millie’s brand was born, opening its first store in Bristol. Over the decades, Miss Millie’s became a local icon — whether it was a family lunch by the beach, a pre-cinema snack with friends, or a 2am fix for late-night revellers, the brand was woven into the lives of its customers. However, despite its cherished legacy, Miss Millie’s had lost its way. After already undergoing two rebrands in recent years, the brand faced an identity crisis, struggling to stay culturally relevant. This time, the rebrand needed to do more than refresh the look — it had to reposition Miss Millie’s as a modern fried chicken brand, bridging the gap between its loyal, long-standing cust