The Caterer

Little Chef mascot revamped to look more chef-like

29 July 2009 by
Little Chef mascot revamped to look more chef-like

Road restaurant chain Little Chef has redesigned its mascot, Fat Charlie, to make it look more like a chef.

The move comes after Heston Blumenthal, chef proprietor of the three-Michelin-starred Fat Duck in Bray, Berkshire, revamped the group's menu, which he created during the Channel 4 documentary Big Chef Little Chef.

Last week, a statement was released suggesting Little Chef had redesigned its logo to make it look like Blumenthal, complete with chef's whites and glasses. However, a spokeswoman for the restaurant chain confirmed to Caterersearch that the information had been mis-communicated.

The actual new logo sees Fat Charlie sport chef's whites, wearing a proper jacket instead of the former neckerchief. It was unveiled today (29 July) at the relaunch of Little Chef's York outlet, which has reopened with Blumenthal's menu.

The menu includes old favourites such as fish and chips as well as new dishes including braised ox cheeks, coq au vin and Hereford steak and Abbot Ale pie.

It was first trialled at the Little Chef branch in Popham, Hampshire, for more than six months and was well received by customers including truck drivers and travelling salesmen.

Guide Girl: News on Little Chef's mascot to look like Heston Blumenthal a big hoax >>

Heston Blumenthal not consulted about Little Chef menu roll-out >>

Heston Blumenthal's Little Chef menu to go nationwide >>

Heston Blumenthal reveals the challenge of revitalising Little Chef >>

By Kerstin Kühn

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