Little Chef could hang up apron
Roadside favourite the Little Chef could hang up his apron after nearly half a century of serving hungry motorists, it was reported today.
Owners of the restaurant chain think the brand famous for its tubby chef logo is outdated after falling victim to pressures such as the trend towards healthy eating.
Private equity group Permira, which recently confirmed plans to split up the chain by selling a large chunk of its outlets, believes it is “highly unlikely” a new owner would want to keep the Little Chef brand, according to the Sunday Times.
One company insider was quoted as saying the restaurants were only popular with the young, the elderly and “people who wanted to use the lavatories”.
If the brand disappears, it will mark the end of an era for motorists. The chain started life as an 11-seat outlet in Reading in 1958, and now has sites across the UK and Ireland.
Attempts to update the Little Chef’s image have included a plan to slim down “Charlie” the chef – but this was withdrawn when members of the public complained.
And initiatives to boost the chain’s popularity have included a series of adverts featuring Coronation Street stars.
Permira bought Little Chef from catering group Compass as part of its acquisition of Travelodge in 2003, but said in November that it would sell around 180 outlets and hold on to the 115 situated next to its hotels.
Today’s report said it was possible that a firm such as McDonald’s could buy the restaurants.
As well as the outlets run by Permira, there are another 40 franchise outlets at Moto service stations.
Nobody from Permira was available to comment on the report today.
