gearing up for their 50th anniversary

tsg are thrilled to have been chosen by Little Chef as their sole on-site music supplier. The purchase of Little Chef in January 2007 by PT Specialist Retailing Ltd has led to the repositioning of one of the nation's favourite roadside restaurants.

Spanning 190 restaurants, most of which are positioned on most major UK A-roads and across the motorway network, the iconic Little Chef logo is a welcoming sight for 20 million visitors per year. The aim is simple: to be the motorist's friend, serving up quality food and offering great value for money in a welcoming, informal setting. And that's just where tsg could help…

A refreshed and demographically-appropriate music profile was recognised as a fundamental element in setting a new tone for Little Chef and one that could be implemented quickly due to tsg’s fast-track rollout service. Our music programming team really enjoyed working for this well known client and to suit the span of ages visiting the restaurants, a recognisable and inclusive musical signature was developed; one that takes in a range of accessible artists such as The Beatles, Amy Winehouse, Take That, Stevie Wonder, Crowded House and Maroon 5.

2008 will see Little Chef with a new look, an updated menu and an improved style of service, all designed to help celebrate their 50th anniversary - that's a long way down the road from their first 11-seat restaurant in Reading, opened in 1958, the very same year that Britain got its first motorway.