Little Chef gets make-over

It may be time for a slimmer Little Chef to adorn Britain’s roadside eateries, but the company’s head of marketing Joanne Blake knows that there will be resistance from Charlie’s loyal fans, who write in every week. Not only did the idea to redesign the character stem from the restaurant chain’s healthier menus, she says, but there has been concern that the loveable chef bears a bit too much resemblance to a baby carrying a tray. Parents, it seems, are worried that the image of a child carrying hot food is not something families should see while driving down the A38.

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