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Little Chef slims down – and may disappear

17 August 2004
Little Chef slims down – and may disappear
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Little Chef: lost weight
The trademark logo of roadside restaurant chain Little Chef may slim down so much he eventually fades away completely. The company has already commissioned a slimmed-down version of the tubby cook as part of an overall move towards healthier menus and in an attempt to bring the brand into the 21st century. But the well-known image may eventually disappear altogether. It has already been ditched from external signage at the company's flagship restaurant in Thame, Oxfordshire. Meanwhile, the new slimmed-down chef has been given a new jacket to replace his previous outlet, which looked like an overgrown romper suit. Buy this week's *Caterer* magazine for more industry news and analysis
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