Little Chef hits the road with takeaways
30 July, 2012
Little Chef has this week launched its new ‘Express’ takeaway format at 11 of its locations - in what the company says is a radical move away from its historic ‘sit down and dine’ option.
The new dedicated takeaway service includes coffee and other drinks plus a range of meal deals including breakfast bap and hot drink for £2.69 and lunchtime sandwich, crisps and soft drink for £3.99. The move positions Little Chef to better compete with motorway service stations and other roadside eating options, and is part of the company’s plans to overhaul its brand. It marks a step on from the ‘Good to Go’ range it launched last year.
Little Chef says it has invested heavily in the takeaway service, and has freshened up the 11 sites that are getting the format. It has put more of a focus on Charlie, its mascot, and bright décor and merchandising. A dozen more Little Chef restaurants will get the new takeaway option alongside their existing eat-in spaces. The 11 new dedicated Little Chef Express sites are in Bangor, Barnsdale Bar South, Colsterworth, Huntingdon, Monmouth North, Monmouth South, Northop Hall, Sutton Scotney South, Sutton Scotney North, Warminster and Whiddon Down.
Little Chef chairman Graham Sims—whose background at BP Retail has doubtless informed the move into takeaways—said: “The birth of Little Chef Express marks a radical move away from the historic ‘sit down and dine’ option for which Little Chef became famous. Today we will break that historic mould by offering customers quality food quickly via our Little Chef Express restaurants. From today we aim to serve up the best taste, best quality and best value that can be found on our A road network.”