Little Chef to retain logo

Roadside restaurant operator Little Chef has abandoned its plans to slim down its logo.

After the new design was revealed last month, 15,000 people visited the company's website to protest, the company claimed.

Little Chef also received what it describes as "a significant number of letters" at its head office.

"We were absolutely amazed by the response," said Little Chef chief executive Tim Scoble. "We've had letters from children right up to pensioners."

Many objections were on nostalgic grounds, he said, from diners who would miss a symbol that had represented the company since its establishment 30 years ago.

"Sentimentality certainly played a key part," said Scoble.

But the vast majority of gripes were in response to what was seen as political correctness.

"They were telling us to focus on the business and leave the brand image alone," added Scoble.

But while the tubby chef will continue to fly high, the company is still taking steps to shake off its "heart-attack-on-a-plate" tag.

"We're looking at our menu to try and make it healthier by reducing salt and sugar levels," said Scoble.

by Tom Bill

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