When it comes to restaurants it’s certain that the way to appeal to customers is through their stomachs, so the priority was to make The Little Chef’s menu too tempting to resist.

At the time of the required “rescue” of The Little Chefs, the UK was in the grip of TV chef fever. All the big names in the kitchen were cooking up a storm on every channel – and Jamie Oliver was out there making school dinners healthier.
It was thus decided that a celebrity chef was required to inject some credence and creativity into the transformation of The Little Chefs. One of the biggest names in fine dining – the Michelin starred Heston Blumenthal – was signed up to do the business, and a deal was struck with Channel 4 TV to air a documentary series about the whole rescue operation, supported by other broadcast and national media coverage.

• The Little Chefs have achieved a complete turn-around – from a loss of £7m in 2007, prior to the re-vamp, the chain made a profit of £2.5m in 2010 and continues to improve both its image and reputation.

• RCapital, which owns the restaurant chain, says customer satisfaction has increased with average spend per head climbing 14%, since the transformation.

As a result we are able to pitch our clients exactly where they need to be for maximum exposure.