We’ve popped in to Little Chef for a quick and tasty bite to eat on numerous journeys over the years . (As a child, do you remember getting a lolly for clearing your plate?) But we, like others, felt the brand was getting somewhat tired.
And then someone had the forward-thinking idea of bringing in leading British chef, Heston Blumenthal to give the company a bit of oomph! With both a menu and restaurant makeover, Heston has succeeded in propelling Little Chef in to the dizzy heights of the Good Food Guide 2010 & 2011 no less.
This blue print is now going to be rolled out across 20 further sites in the company’s chain.
This week, Marketing Magazine, revealed that Little Chef has also quite correctly invested in updating its branding. The logo now appears in lower case script and the chef icon has been refreshed to give the character “new movement and energy”.
The new branding will be used across internal and external signage and menus and also across its new Good to Go range.
We think Little Chef has paradoxically been brave with its new look by not doing too much to it: too many companies try to radically overall their image and their customer’s don’t like it. (Do you remember the big hoo-hah when Gap updated its logo a while ago?) The many facets that make up this iconic red and white brand remain here but there is no doubting that you’ll be walking in to a more modern and vibrant eating establishment.
We look forward to sampling the new takeaway menu but our guilty pleasure is the Early Starter breakfast. See you soon Little Chef.
