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Little Chef, the roadside restaurant chain owned by Compass Group, is rebranding itself. Major investment is planned over the next five years, and 25 Little Chef New Choices restaurants will be launched throughout the UK over the next year. In a bid to attract diners from the local community as well as passing trade, the new style restaurants will feature contemporary interior design, dimmed lighting, table cloths and personalised waiter service to create an evening ambience. A key change for Little Chef is the introduction of licenced bars, which are aimed at creating a more sociable and relaxing environment. The changing market emphasis means we have shifted the focus from roadside catering to roadside dining, with the aim of attracting customers particularly in the evening, said managing director, Bobby McGhee. The new concept has already been tested in six trial locations, with a resulting 30 per cent overall increase in business. The first Little Chef opened in 1958, and there are now more than 400 outlets throughout the UK serving 30 million customers annually.
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