Little Chef wins Olympic breakfast battle
25 July, 2012
Little Chef will continue to sell its popular Olympic Breakfast throughout the next fortnight despite a crackdown by Games organisers on unofficial Olympic-related advertising.
Little Chef has served its Olympic Breakfast since 1994, but its use of the brand came under the scrutiny of the London Organising Committee of the Olympic Games (LOCOG) ahead of the Games’ arrival in the UK this year. But given Little Chef’s long-standing use of the name, LOCOG recognized that it was a brand in its own right and has allowed the company to continue selling it during the Games.
The Olympic Breakfast—which comprises of two eggs, two rashers of bacon, sausage, mushrooms, potatoes, tomato, baked beans and toast or fried bread for £7.49—has recently been tweaked by Little Chef to offer better quality ingredients. It sells around a million of the dishes a year
Little Chef chairman Graham Sims said: “Our right to use the Olympic name is recognised and was an easy case for Little Chef to make. The Olympic Breakfast is a brand name in its own right, and our bestselling dish. We’re proud to sell over a million Olympic Breakfasts each year and will continue to dish up this British institution along our roadsides.”