How to relaunch Lickle Chef?

#1
Another business that could be tip top if it re-worked itself?

Suggestions please...

Extra grease anyone?

My first point... is service - getting the attention of the spotty underpaid undervalued Vicky Pollards... 'yeah, smoking or non-smoking mate?"
 
#2
Not charging 9 quid for an all day breakfast? That might be a start!! Little Thief have got away with it for too long. I think generally when people are on the road they want something quick and easy, i dont necessarily mean a KFC or BK, but to buy something reasonably priced and enjoy a decent cup of coffee before setting off again. Being held to ransom by Little Thief doesn't cut the mustard any more, time for someone else to get the gig in my opinion.
 
#3
boney_m said:
Not charging 9 quid for an all day breakfast? That might be a start!! Little Thief have got away with it for too long. I think generally when people are on the road they want something quick and easy, i dont necessarily mean a KFC or BK, but to buy something reasonably priced and enjoy a decent cup of coffee before setting off again. Being held to ransom by Little Thief doesn't cut the mustard any more, time for someone else to get the gig in my opinion.
How can you mention Kenfucky Tried Chicken and Bugger King in one mouthful? Shame on you.
 
#5
BoomShackerLacker said:
My first point... is service - getting the attention of the spotty underpaid undervalued Vicky Pollards... 'yeah, smoking or non-smoking mate?"
That's nothing, a 12 year old called me 'Bruv' in McDonalds yesterday.

As to Little Chef, if the food was actually cooked on the premises surely it would be better (I was once told I couldn't have a fried egg with my breakfast as none had been on the latest delivery).

My Daughter has a toy fried egg in a playset that is more realistic than ones served up in Little Chef.
 
#6
Does anyone remember Happy Eaters?
 
#7
They should bin all the factory-prepared junk food and franchise the branches to those ladies who run the HGV cafes... monster breakfasts for a few quid.
 
#8
I generally go to weatherspoons, can't beat the meals for VFM
 
#9
As a former slop, where little chef went wrong in my opinion
is that they don't have any 'drive thru' facilities.

Price is not a problem. You are on the M6 you are going somewhere
in a hurry so time is the essence not money. If you have no other
competition on the side of a motorway you can charge what you want
for a bacon and egg barmcake.

So little chef need to introduce 'drive thru' takeaway facilities with
food like burgers, barms with breakfast items and of course be competitive with prices and little chef will start making a profit.

People are not going to drive 100mph down the M6 and look at little
chef and say 'oh hey, lets go in and have a bite to eat and sit
down and eat for an hour'

In america fine. Distances between civilisations means that Little chef
in its present format can work over there but not here.
 
#10
dazzer said:
In america fine. Distances between civilisations means that Little chef
in its present format can work over there but not here.
Are you sure :? I thought they invented the drive thru...even the flintstones had one :wink: :lol:
 
#11
you may have a point there dazzer, after all Little Chef was an idea brought back from USA to UK by its founder, it may have worked for a bit , slower times less rush etc being in the 60s, 70s when Americania was cool, , society has changed, lifestyle standards have risen and more foreign travel with changed expectations as a result, the competition has tapped into that.
 
#12
dazzer said:
As a former slop, where little chef went wrong in my opinion
is that they don't have any 'drive thru' facilities.

Price is not a problem. You are on the M6 you are going somewhere
in a hurry so time is the essence not money. If you have no other
competition on the side of a motorway you can charge what you want
for a bacon and egg barmcake.

So little chef need to introduce 'drive thru' takeaway facilities with
food like burgers, barms with breakfast items and of course be competitive with prices and little chef will start making a profit.

People are not going to drive 100mph down the M6 and look at little
chef and say 'oh hey, lets go in and have a bite to eat and sit
down and eat for an hour'

In america fine. Distances between civilisations means that Little chef
in its present format can work over there but not here.
After a long drive, I prefer to be anywhere but the car for a good 30 minutes while I eat & use the facilities.

What did it for me was price & the toilets ; I want to poo somewhere that dosen't smell of poo, if I did, I'd go to France.
 
#13
Growing up the thing which sticks to my mind with little chef is the pancakes with cherries and ice cream, as good as an egg banjo.
 
#14
I reckon little chef falls between two markets unfortunatley!

since theyre pretty much all on A roads they miss the motorway service centre traffic, they could have signed up a deal with one of the big motorway service providers (as maccy D and KFC have) to provide their 24 hour sit down meals service, which is at the moment reknowned as expensive and poor quality, LC as a premium and trusted brand name could have done well here.

the rest of the A road traffic has been replaced with urban fringe & shopping centre eateries, very "kid friendly" which we didnt have when LC and Happy Eater were sucessful.

I think that LC could have done well in a city centre "proper american diner" stylee - but by sitting still and watching the flourishing market in McD and similar, plus the branded family/pub meals market with brewers fayre etc. they have let their customer base, quite literally, drive past them.

I think they could save themselves by going down the american diner route, but would have to do it properly, and sell themselves as a "destination" rather than a travelling through facility.
 
#15
dutch_paddy said:
Growing up the thing which sticks to my mind with little chef is the pancakes with cherries and ice cream, as good as an egg banjo.

Oh my god, yes, one of the greatest foods ever invented!
 
#17
I don't think you have to get rid of the sit down option. I just think a 'drive thru' facility would be a good idea. There migth be 'drive thru' in some little chefs but the one near me doesn't have one. I don't know about the american 'little chefs' they might have 'drive thru' facilities. i can't say I know for sure.

It is all about giving the customer a selection or a range of choice.
If you can do that, and not take the arrse out of his or her pants then
you are going to make money.

And bacon and egg banjos! and a proper fried egg, not that silly
egg you get in Maccies or powdered egg God forbid!
 

Cutaway

LE
Kit Reviewer
#18
Fatbadge said:
How to relaunch Lickle Chef?
A HESH round'd probably do the trick. In thru the front windows and aimed at the Kitchen
I was thinking of harryblacking the Little Thieving Arab to a Trident.
 
#19
dazzer said:
I don't think you have to get rid of the sit down option. I just think a 'drive thru' facility would be a good idea. There migth be 'drive thru' in some little chefs but the one near me doesn't have one. I don't know about the american 'little chefs' they might have 'drive thru' facilities. i can't say I know for sure.

It is all about giving the customer a selection or a range of choice.
If you can do that, and not take the arrse out of his or her pants then
you are going to make money.

And bacon and egg banjos! and a proper fried egg, not that silly
egg you get in Maccies or powdered egg God forbid!
Drive thru is really interesting idea Daz. Timeliness of service in Wickle Chef is an issue. They're offering waited table service which implies 'service' (expectations raised), but because people who deliver 'service' at the 'point of contact' are so undervalued IMHO the 'moment of truth' equals 'poor service' (expectations dashed). If their business can't esteem its people nor reward them, nor attract the calibre of people, the 'model' of waited service is flawed.

Contrast it with the French waiter on Paris streets who regards waiting tables as an art form and a career, and is celebrated as such. Or other 'point of contact people' such as the salesman in the US, again who is valued by the company (generalisation I know) trained, rewarded, unlike in the UK where they're the bottom of the gene pool (shiny suited and crew cut).

What if... you retained the 'sit down' model but moved more to a 'self service' style where you maybe selected from a buffet of food (teas, coffees, snacks etc, reducing staffing load) but your main meal was still ordered from the service counter. McDonalds' model amazes me coz you feel compelled to even clear your table away which is 'working' for them.
 

terroratthepicnic

LE
Kit Reviewer
Book Reviewer
#20
I have eaten in LC twice, both times the food came out luke warm, swimming in grease, and if it wasn't cremated it was still breathing. If I was them I would stop deep frying the sausages and start grilling them, they should use good quality local produce, thus ensuring it's fresh as the local farmers would rely on their trade. If they served home made burgers it would be cheaper to produce and so much tastier than the frozen things they buy in.
Little Chef should start serving healthier options as well as the fast food stuff. With the diet culture in this country at the moment it would be the way forward to serve items that are approved by some of the leading diet style companies.
A drive through would be a good idea but that would mean losing the edge that they could have over their competitors, if LC started having drive thru’s they would be in the same bracket as McD and KFC and the like. They need to stay within their own market as a restaurant with waiter service, although they do need to drop the prices as I’m sure this is putting some people off.
 
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