UK roadside restaurant chain Little Chef has said it has dropped its plans to slim down its logo after a poll revealed consumers’ opposition to the plans.
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The familiar chubby chef logo was to be changed to a toned version in a tracksuit in a bid to improve the company’s image in the current health climate.
Little Chef said it had received a deluge of pleas from the public, asking the company to keep the rotund chef figure, which has been in existence for 32 years.
A poll conducted by industry trade magazine Caterer and Hotelkeeper found a resounding majority in favour of the current logo.
“I would invariably vote in favour of a fat chef. I would say he loves food therefore he must be a good chef – he looks well. The thin chef doesn’t look well – he’s not eating too much this one; he’s on a diet of salad and fruit,” said Michelin starred chef Albert Roux.
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By GlobalDataThe plans were originally considered as part of Little Chef’s menu changes, which offer customers lighter options. The company felt it was perhaps time for the logo to represent a sleeker image in line with current thinking around the issues of healthier eating.
