Their service areas were also commended for their soft lighting and quiet atmosphere.Īs Roadchef started to roll out the RoadChef Lodge to its services, it started taking an interest in following Forte and Granada into providing budget hotels away from the motorway. Their restaurant at the time was called Orchards, and was praised for its attractive décor, with its trellises and plants. Although this didn't push them too far forward on the league table, it did take a big name from the industry. In 1998 they acquired three services from Blue Boar (including the oldest in the country, Watford Gap) and Take-a-Break's only, Strensham, in a move which cost £80m overall. Wimpy won and was rolled out, although planned drive thrus didn't go ahead. These would eventually be leased to others or closed, allowing Roadchef to focus on busier motorways.įollowing the creation of the Route 25 burger bar at Clacket Lane, Roadchef experimented with Wimpy and McDonald's. Some branches, like Nene Valley, barely mentioned the Roadchef name at all.
Roadchef's waitress service restaurant was called Hickory's and was promoted as a chain in its own right, like Little Chef and Happy Eater. This included building three amenity buildings on A-roads, all of which can be identified by their tainted brown windows. They rebuilt this and several other services, creating a similar style used across the board, which from the outside looked slightly like a farm. Under new CEO Timothy Ingram Hill, Roadchef started to grow rapidly again, and became engaged in several takeovers including Harthill. The company's motto was "we're here to serve you". Patrick Gee died before this vision could be fulfilled, and only 20% of the company's shares had been awarded. Staff would acquire shares gradually, depending on their length of the service. In particular, limits on fuel prices would have ended Roadchef's voucher system.Īfter a management buyout in 1983, new managing director Patrick Gee wanted Roadchef to be a company owned by his employees. They were particularly concerned about new hypermarkets opening they wanted their services to double up as shopping centres and entertainment venues, citing WHSmith as an example of someone they wanted to run their shops. Weirdly, Roadchef's complaint was that there were too many services, despite their plans to build more. The Department for Transport agreed to change some regulations to help businesses like them, but had considered allowing them to fall on their own sword. In the Prior Report of 1978, Roadchef complained they were rookie operators leaving them heavily in debt compared to their established rivals. To stand out from their rivals, in 1976 Roadchef increased the price of their fuel but offered 50p off food or 20p off mail with each sale. The latter three all had very low traffic levels, and caused them problems, especially with the high rent they had offered to buy themselves into the market. Roadchef's style was to use one large restaurant instead of the two or three which other operators had been using.Īfter this Roadchef grew quickly, picking up contracts for Taunton Deane, Sandbach, Bothwell/ Hamilton and Rownhams. Other names may be trademarks of their respective owners.Roadchef's first service area was Killington Lake, where only small facilities were required.
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