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Fat chance of dropping Little Chef

Posted in Marketing, Design, Branwell Johnson, Latest reporters' blogs July 10th, 2007 by Branwell Johnson

In this age of reckless brand abandonment, it is reassuring to hear the owner of Little Chef, R Capital, has made it clear that any new buyer must keep the “Fat Charlie” emblem that is much beloved of connoisseurs of hearty breakfasts on England’s highways and byways.

All too often now brands which have been nurtured and invested in over decades are suddenly axed when taken over by a multinational or foreign company. Italy’s Benetton family, owner of Autogrill, are one of the suitors for Little Chef but have flatly been told a rebadging as Autogrill will not take place if their bid is to be considered.

This is in stark contrast to Virgin Media, which looks likely to be renamed if taken over by a US concern. Obviously, the Virgin brand is not considered strong enough to play on a bigger media stage, despite the positive associations linked with the name which led NTL to merge with Virgin Mobile in the first place.