THIRTY years ago, we were a nation of Wimpy lovers.

The Brown Derby, the bender in a bun and the Wimpy Special were all popular family fare. Then along came McDonald’s.

The American fast food chain opened its first restaurant in Woolwich in 1974, and rapidly became the market leader across the country.

This weekend, Southend’s McDonald’s outlets celebrate 30 years of serving burgers and fries.

The chain’s first outlet, at the southern end of the High Street, opened on July 19, 1978.

January 1991 saw it joined by a second High Street branch, near the then Victoria Shopping Centre. There are now two others in the borough, one on Eastern Esplanade and the other on the Airport Business Park, in Rochford Road.

To celebrate tomorrow’s anniversary, both Southend High Street branches have been given a stylish revamp.

Southend High Street itself has seen many changes in the past 30 years including pedestrianisation, but the fast food chain has had one constant – franchise owner Mark Bartrip.

In true McDonald’s tradition, the 55-year-old South-ender started at the bottom, as a trainee, working on the till.

For the past 12 years, he has run all four local branches and amazingly, in all his time with the firm, has taken just five days sick leave.

He said: “The fact I now own the restaurant in which I started working is a great testament to the career development opportunities available here.

“As with all high streets, there have been many changes – the growth of Sunday trading, for example. I am delighted Mc-Donald’s is still thriving in this environment and can celebrate 30 years of business in Southend with a new look for both restaurants”.

Celebrated French designer, Philippe Avanzi is behind the outlets’ new look. Both feature a new range of colours and designs and a new interior with more comfortable seating and drop-down lighting.

Mark added: “I’m proud to say that I have a number of long-serving employees “Many have worked for McDonald’s in Southend for more than 15 years. We also have one who has been with us for 27 years.”

Despite the fact the “Mc” prefix has since become a pejorative term in some circles, business leaders are full of praise for the firm’s contribution to local life.

“McJob” may now be in the Oxford English Dictionary as a term for low-paid, low-skill, low-prestige work, but Essex Chambers of Commerce operations director Denise Rossiter certainly seems to be a fan.

She said: “I think it’s brilliant it has been in business for 30 years and survived.

“McDonald’s has brought a lot of young people to the town, which is great and now we’re a university town.

“It’s a way of modern life. Every time I go past the place, it looks packed.

“In response to health concerns, McDonald’s meets all the requirements and standards set. Otherwise it wouldn’t be trading.”