Restaurant entrepreneur Lawrence Wosskow paid former owner Permira £52m for the ailing roadside restaurant chain, which has 235 outlets.
A revamp of the brand is planned, according to sources at Little Chef, with the creative account likely to move from in-house to an agency.
Wosskow has said he plans an 'SOS - Save Our Chef' campaign for the chain, with revamped menus and healthier food options.
He made his fortune from the sale of fast-food chain Out of Town in 2002 and is the owner of the Bradwell's ice-cream brand.
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