Former Little Chef Sites Evolve into Sex Shops Across UK
Discreet locations with ample parking are being repurposed by the nation's largest sex shop chain, Pulse & Cocktails, after the iconic roadside diner chain ceased operations.
Once a ubiquitous symbol of British road trips, many former Little Chef restaurants have found a new, unexpected purpose as adult novelty stores. Pulse & Cocktails, which describes itself as the nation's largest sex shop chain, has acquired numerous former Little Chef locations, transforming them into outlets selling sex toys, lingerie, and fetish gear.
Davy Boothby, managing director of Pulse & Cocktails, cited the former Little Chef premises as ideal for his business. "It's discreet, good parking, just off the main road. It's en route for a lot of people on the commute, or maybe going somewhere for the weekend," Boothby told The Times. Many of these new stores are situated on major highways, echoing the original roadside appeal of Little Chef.
A Culinary Past
The Little Chef chain, established in 1960, was a popular stop for travelers seeking a hearty meal. At its peak, nearly 440 sites operated across the UK, offering signature dishes like the 'Olympic Breakfast' and steak and eggs. However, changing consumer habits and competition led to a decline, with the last sites closing by 2018.
In an attempt to revitalize the brand in the late 2000s, celebrity chef Heston Blumenthal partnered with Little Chef. He revamped the menu, an effort documented in a Channel 4 television series. Despite initial hopes, the collaboration did not save the chain. Graham Sims, the former chief executive, noted that while Blumenthal's involvement raised the brand's profile, his new menu represented less than five percent of sales, indicating customers were not seeking fine dining at the roadside establishments.
New Beginnings
The transformation is evident at sites like the former Kettering East Little Chef, located on the A14. After a brief period housing other food chains, it was acquired by Pulse & Cocktails. The building now features blacked-out windows with adult-themed imagery and a dark grey exterior. Similar conversions have occurred along the A1, including locations in Pontefract and Grantham.
Customer reviews for the repurposed sites have been positive, with one reviewer praising the Grantham store for its unique product selection and branding, calling the A1 "the sexiest road in the country."