Little Chef

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10mth Interim : Marketing Director

 

Challenge

Brand Essence directed a 'brand change' programme with a little help from Heston Blumenthal and Channel 4.

 

Approach

• A fast paced turnaround with an initial focus on consumer insight, menu development and commercial margins.

• Inspired and coached a team in delivering an annual marcoms calendar and building a portfolio of brand affinity partners.

• Defined two retail brand concepts to meet the market dynamics, namely a revived Little Chef restaurant and Chef Express. 

• Full brand positioning review and agency roster assessment to optimise and bring to life the Brand Essence: "The great taste of Roadside Memories"

• Directed the Blue print design for refurbishment programme and developed a roll-out plan. 



Achievement​​​

• Turn around of 180 unit estate into prfitability.

• Venture Capital investment of £2m for 4 further units and a further £5m for 10 sites over a 3 year roll-out.