Loungers hoping to revive the A-road diner with new brand

Cafe, bar and restaurant operator Loungers announced the launch of a new roadside diner brand Brightside on Monday.

The AIM-traded firm said it saw “great potential” to “reinvigorate” roadside dining in the UK, which it said had become “tired and uninspiring”.

It had acquired three initial sites, with the first set to open on the A38 south of Exeter in February.

Further sites will open on the A303 near Honiton, and on the A38 near Saltash, next spring.

Loungers said it believed there was scope to develop a “truly national brand”, and had plans to roll out Brightside across the UK in the coming years.

It said it envisaged that sites would be situated predominantly on A-roads, and would focus on bringing “genuine hospitality” back to a sector that had been dominated by drive-thru and quick-service restaurant concepts in recent years.

Brightside would offer a freshly-cooked menu of comfort food dishes in “nostalgic surroundings”.

“We've had the itch for a while now to create a roadside restaurant concept that's fit-for-purpose in the 21st century,” said Loungers founder and chairman Alex Reilley.

“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, in a landscape that is currently dominated by drive-thru and quick-service restaurant formats.”

Reilley said Brightside would have a “contemporary, welcoming, and warm feel”, while 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.

“We believe that Brightside will really shake up what has become an uninspiring sector and that there is potential to roll out Brightside across the UK in the coming years.

“Our expertise in high-quality, great value all-day dining, developed through Lounge and Cosy Club, gives us confidence that Brightside can bring proper hospitality back to roadside dining across the UK.”

At 1034 GMT, shares in Loungers were up 0.77% at 195.5p.

Reporting by Josh White for Sharecast.com.