Little Chef: The roadside-restaurant chain that’s having yet another re-Cheffle

 

When it comes to design, there’s no such thing as too many cooks. At least, that seems to be the policy for the roadside-restaurant chain Little Chef, which has just announced its umpteenth image change since running into financial dire straits around a decade ago.

The latest rebrand – which coincides with a shake-up in senior management – will be undertaken by Manchester agency We Are Creation and the theme will take things “back to basics”. If by basics it means full English with extra chips then it could be on to a winner. As motorway munch-stops have become increasingly dominated by international fast-food chains and overpriced M&S outlets, there’s a niche for a restaurant that just focuses on big fry-ups at a fair price. In fact, with more than a million sold each year, the Olympic Breakfast is the most popular thing on the menu. Who stops off on the A11 for Heston’s “rope-grown Scottish mussels in white-wine sauce” or “braised ox cheeks”? Greasy food is what keeps the British roads lubricated.

And it’s nostalgia for the golden age of Little Chef that will inform the new visual identity. We Are Creation’s Easter campaign for the restaurant used vintage colours and typography, with a “nod to the exterior boxy signage that everyone remembers seeing from the back seat of a 1983 Ford Sierra”. Better pass that napkin, we’re getting teary just thinking about it…

In the meantime, Little Chef’s wispy mascot, Charlie, a shade between the Michelin man and Casper the friendly ghost, who seems to be either perpetually welcoming you in with a big hug or running out of the restaurant as fast as  he can, will be tweeting  his progress @LC_Charlie.  #hashbrowns, probably.

Life and Style
ebookNow available in paperback
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Food & Drink

    Guru Careers: Marketing Manager / Marketing Communications Manager

    £35-40k (DOE) + Benefits: Guru Careers: We are seeking a Marketing Communicati...

    Guru Careers: Membership Administrator

    £23K: Guru Careers: We're seeking an experienced Membership Administrator, to ...

    Guru Careers: Dining Room Head Chef

    £32K: Guru Careers: We are seeking a Dining Room Head Chef to work for one of ...

    Guru Careers: Pastry Sous Chef / Experienced Pastry Chef

    £27K: Guru Careers: We are seeking a Pastry Sous Chef / Experienced Pastry Che...

    Day In a Page

    Blundering Tony Blair quits as Middle East peace envoy – only Israel will miss him

    Blundering Blair quits as Middle East peace envoy – only Israel will miss him

    For Arabs – and for Britons who lost their loved ones in his shambolic war in Iraq – his appointment was an insult, says Robert Fisk
    Fifa corruption arrests: All hail the Feds for riding to football's rescue

    Fifa corruption arrests

    All hail the Feds for riding to football's rescue, says Ian Herbert
    Isis in Syria: The Kurdish enclave still resisting the tyranny of President Assad and militant fighters

    The Kurdish enclave still resisting the tyranny of Assad and Isis

    In Syrian Kurdish cantons along the Turkish border, the progressive aims of the 2011 uprising are being enacted despite the war. Patrick Cockburn returns to Amuda
    How I survived Cambodia's Killing Fields: Acclaimed surgeon SreyRam Kuy celebrates her mother's determination to escape the US

    How I survived Cambodia's Killing Fields

    Acclaimed surgeon SreyRam Kuy celebrates her mother's determination to escape to the US
    Stephen Mangan interview: From posh buffoon to pregnant dad, the actor has quite a range

    How Stephen Mangan got his range

    Posh buffoon, hapless writer, pregnant dad - Mangan is certainly a versatile actor
    The ZX Spectrum has been crowd-funded back into play - with some 21st-century tweaks

    The ZX Spectrum is back

    The ZX Spectrum was the original - and for some players, still the best. David Crookes meets the fans who've kept the games' flames lit
    Grace of Monaco film panned: even the screenwriter pours scorn on biopic starring Nicole Kidman

    Even the screenwriter pours scorn on Grace of Monaco biopic

    The critics had a field day after last year's premiere, but the savaging goes on
    Menstrual Hygiene Day: The strange ideas people used to believe about periods

    Menstrual Hygiene Day: The strange ideas people once had about periods

    If one was missed, vomiting blood was seen as a viable alternative
    The best work perks: From free travel cards to making dreams come true (really)

    The quirks of work perks

    From free travel cards to making dreams come true (really)
    Is bridge the latest twee pastime to get hip?

    Is bridge becoming hip?

    The number of young players has trebled in the past year. Gillian Orr discovers if this old game has new tricks
    Long author-lists on research papers are threatening the academic work system

    The rise of 'hyperauthorship'

    Now that academic papers are written by thousands (yes, thousands) of contributors, it's getting hard to tell workers from shirkers
    The rise of Lego Clubs: How toys are helping children struggling with social interaction to build better relationships

    The rise of Lego Clubs

    How toys are helping children struggling with social interaction to build better relationships
    5 best running glasses

    On your marks: 5 best running glasses

    Whether you’re pounding pavements, parks or hill passes, keep your eyes protected in all weathers
    Joe Root: 'Ben Stokes gives everything – he’s rubbing off on us all'

    'Ben Stokes gives everything – he’s rubbing off on us all'

    Joe Root says the England dressing room is a happy place again – and Stokes is the catalyst
    Raif Badawi: Wife pleads for fresh EU help as Saudi blogger's health worsens

    Please save my husband

    As the health of blogger Raif Badawi worsens in prison, his wife urges EU governments to put pressure on the Saudi Arabian royal family to allow her husband to join his family in Canada