Little Chef, which has more than 370 roadside sites in the UK, has appointed Leedex PR on a six-figure fee to handle the push, which starts in the new year. Leedex took the business, which includes crisis PR, without a pitch.
‘Little Chef wants to make the big breakfast the first choice of customers next year,’ said Leedex managing director Brian Beech, who leads a five-strong team.
The hire follows recent senior staff changes at Little Chef, which is owned by private equity group Permira.
Leedex will work closely with recently hired marketing director Ann Elliott and Little Chef’s other marketing partners on a strategic and tactical plan to redefine the brand and recruit new diners, while retaining existing customers.
Elliott worked with Leedex during her tenure as marketing director at Whitbread Restaurants. Previous agencies used on an ad hoc basis by Little Chef’s former management include Cartmell Communications.
Little Chef restaurants attract more than 20 million customers a year. ‘There’s lots of affection for the brand – we intend to build on that,’ said Beech. ‘PR will be aimed at a broad cross-section of customers.’