Braised ox cheeks and organic beef burgers have gone on the menu at the Popham branch of Little Chef as part of Heston Blumenthal’s mission to breathe new life into the roadside restaurant chain.
The new menu, which also features a revamped version of Little Chef’s famous Olympic Breakfast, will be trialled at the branch in Hampshire with a view to being rolled out nationally.
Blumenthal’s involvement will be covered in a documentary series for Channel 4 in January called Little Chef Experience where viewers will see him bring his unique touches to the British brand.
Some of the Fat Duck chef’s changes include sounds of the kitchen being played in the lobby, which will also be filled with the aroma of coffee.
Designer Ab Rogers has been brought in to change the design of the restaurant and has marked out three specific dining areas – booths for families and groups, a communal table for lone diners and a ‘grab and stay’ area for those wanting coffee and snacks.
Little Chef chief executive Ian Pegler said: “2008 really has been the year of revitalisation for Little Chef and this project with Heston and Channel 4 has married perfectly with our continuing long-term strategy to bring the brand back into the hearts and minds of the British public.
“For us, it is important to make the brand relevant for a new generation, and working with a chef as unique as Heston has been a fantastic experience and resulted in real learnings at Little Chef. Indeed the menu focuses on all the key things that sum up what Little Chef wants to be – British, quality, value-for-money and relevant for all audiences from families to business customers.”
Other dishes on the new menu include Hereford Steak and Abbott Ale Pie for £7.25 and Chocolate Truffle Slice for £3.75.