Little Chef coffee bar picks shop

Little Chef has appointed Sheffield-based agency Dig For Fire to the creative account for its Coffee Tempo! concession, the “grab and go” coffee bar chain revealed in Marketing Week (January 19).

The People’s Restaurant Group (PRG) has poured &£1m into launching the chain following its &£52m purchase of Little Chef from hotel group Travelodge late last year.

The venture, which will offer freshly ground coffee, baguettes and snacks, will be test-marketed through 17 sites. If successful, PRG plans to roll out the coffee bars across the 235-outlet Little Chef network within two years.

The launch is being overseen by PRG development director Nick Smith, the former BP marketer who was responsible for introducing the Wild Bean Café format to its forecourts.

PRG wants to develop a “contemporary” and upmarket image for the Little Chef brand, which has suffered in recent years, while building on its well-known family heritage. It hopes the coffee chain concept will appeal to motorists wanting “quality” food but only have time for a quick stop.

Full-service agency Dig For Fire was briefed to create the brand name and identity, together with packaging and external and internal signage.

The &£1.5m creative account was previously handled in house.

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