Granada moots Burger King dial

Granada is to replace the Happy Eater and Little Chef brands with Burger King, if it succeeds in its 3.3bn bid to buy the Forte Group.

More than 30 Granada motorway service areas already include Burger King outlets, which were first introduced in 1993. The company is now considering extending that relationship. A spokeswoman for Granada admits “Burger King is an option. We would look at each site on an individual basis.”

Although stressing that at this stage nothing was decided, Burger King marketing director Samantha Smith admits “it would be a great opportunity for us”.

If all 430 Happy Eater and Little Chef sites were converted, it would more than double the fast- food company’s presence in the UK, where it currently has around 350 sites.

Granada has cited brand rationalisation as one of its priorities if its bid for the restaurant and hotel chain is successful.

It has already attacked parts of the Little Chef chain, describing them as “tired and neglected”. Granada has also pledged that it would cut marketing costs and has said that Forte’s large roster of advertising agencies would be rationalised.

As part of its defence Forte has already negotiated to sell its roadside restaurant and Travelodge business to Whitbread in a 1 billion deal. But if Granada is successful the Whitbread deal will automatically be void.

Granada has until Tuesday to make any improved offer before the bid period finally closes on January 23.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here