Restaurant chain Little Chef cooks up plans to reawaken brand

Little Chef

The company that now owns Little Chef is plotting to revitalise the brand with a new marketing campaign.

The brand, best known for its roadside restaurants, was bought by Kout Food Group three years ago and it insists that 2016 marks the beginning of “exciting changes” at Little Chef headquarters.

Since the acquisition, and following a research and development period, original plans are underway to bring the brand, which is responsible for 70 restaurants, back to the front of the nations’ minds.

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Inviting groups of friends and family to take a break from the road and enjoy a hot meal together has always been Little Chef’s biggest aim and the strategy behind their biggest ever summer campaign since it was taken over by KFG.

Launched across the nation and named ‘The Summer of Big Little Chef Wins’, the campaign has been designed to encourage road users on staycations, long journeys and weekend breaks to regularly stop at Little Chef. The promotion, an instant win and collection scheme, aims to make the UK summer more fun for Little Chef customers by sharing information and a map of the best places to visit around the UK and rewarding diners with prizes.

Earlier this summer, Little Chef’s ‘new look’ was trialled at their Warminster site, with a 50s homely style, including original period artefacts, glazed pottery plates and mugs, wooden chairs and a muted colour scheme, to give a warmer feel for customers who choose to sit down and enjoy a break from driving with family or friends.

Little Chef has also introduced a new menu to selected sites with dishes that are light and fresh to suit the palette of a wider audience. These include yoghurt and granola, smoked salmon and cream cheese pancakes, and a light Mediterranean ancient grain salad.

However, with Little Chef holding incredibly strong nostalgic value for so many Brits around the country, favourites such as scampi and chips, hunters chicken and of course the famous Olympic Breakfast are still firmly staying on the menu.

Hamid Naqvi, head of marketing, said: “Little Chef is such a great brand, and we want to reinvigorate it in a way that brings families and groups together again. Service and experience is at the heart of what we do and we are now working on plans to spread that message further.”

Little Chef has been serving food at Britain’s roadsides for more than 50 years. The first Little Chef opened in Reading in 1958, the same year Britain got its very first motorway.

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Andrew Seymour

The author Andrew Seymour

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