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Loungers PLC on Monday launched a new roadside restaurant, Brightside, to shake up the "tired and uninspiring" roadside dining sector.
The operator of restaurants including Lounge and Cosy Club said it wants to "reinvigorate roadside dining in the UK".
Founder & Chair Alex Reilley said "for many people, the highlight of childhood road trips in days gone by was a stop at the likes of Little Chef. We believe there is a gap in the market for a fresh concept that gives customers the option to take a proper break and enjoy wholesome food and great hospitality."
Loungers has acquired three sites, the first of which is set to open on the A38, south of Exeter, in February 2023. Further sites will open on the A303 near Honiton, and on the A38 near Saltash, in the spring.
Loungers believes there is scope to develop a "truly national brand". It has plans to roll out Brightside to all corners of the UK in the coming years.
It is envisaged that sites will be situated predominantly on A-roads, and will focus on bringing "genuine hospitality" back to a sector dominated by drive-thru and quick service restaurants in recent years.
Brightside will offer a freshly cooked menu full of classic and comfort food-style dishes, the firm explained.
Reilley said "Brightside will have a contemporary, welcoming, and warm feel, whilst also evoking nostalgia for a time when motoring in the UK was a more exciting experience. We want it to be an integral part of our customers' journey-planning, and something both adults and children alike look forward to."
Shares in Loungers were trading 0.8% higher at 195.50 pence each in London on Monday morning.
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