Little Chef cooks up a new look

Little Chef is launching a convenience food range and overhauling its menu and service offer to accelerate its modernisation strategy.

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The 50-year-old chain has also revamped its brand logo and restaurant design to “attract a new generation of customers”.

The “Good to Go” range of foods including soups, sandwiches and cakes has been designed for customers to take away.

The new logo, developed by VentureThree, sees the famous Charlie the chef character retained with a “fresh, new and energised” colour palette including “mushy pea green, raspberry ripple pink, English mustard yellow and baked bean orange”.

Little Chef is also launching a brand campaign based around stories of food provenance and heritage.

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Little Chef’s owner, private equity group RCapital, admits that the brand has been “neglected and underinvested” in previous years and failed to keep up with the changing needs of its customers.

RCapital bought Little Chef out of administration in 2007 and has since attempted to revive the chain.

This relaunch follows efforts to revamp the chain in 2008 by inviting celebrity chef Heston Blumenthal to update its menu and restaurants as part of a Channel 4 documentary.

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