I am a Little Chef Badge (1970s)
This is a tiny badge for Little Chef, made sometime in the early to mid 1970s.
It was presumably handed out in restaurant as a promotional item, much like their famous lollypops. However, similar to the Kelly's Kitchen badge I showed here previously, this particular badge has a distinct similarity to a famous yellow badge made by one of Little Chefs rivals. But here, the recipient is instead dubbed a "Little Chef". Hm.
This badge is especially interesting when it comes to the version of the logo it uses. Charlie here looks rather different, and that is because this is an earlier version of the famous logo. Charlie here is a little wider and less defined than his later counterparts, and instead of staring at the viewer, he concentrates on his tray. Perhaps he's less confident in his chef abilities?
The familar LC logo would be introduced a few years after this badge was produced, with it first appearing in the late 1970s.
Producing own versions of the Happy Eater badge was, looking at it now, a common trend in the 1970s and 80s roadside restaurant industry. Infact this isn't even the last badge I have in my collection which has a distinct similarity. I suppose it demonstrates the power these badges must had back in the day - both as a promotional item and as an icon of the roadside.