With support from BD Signs & BDigital, independent operator Chesters is standing out alongside some of the UK’s biggest roadside brands
Chesters is a modern drive-thru, restaurant and takeaway positioned among household names including McDonald’s, KFC, Costa Coffee and Starbucks, at Markham Vale services, just off the M1 in Derbyshire.
It’s owner Chris Ioannides’ second site, alongside Chesters in Chesterfield, a well-established 120-seater restaurant and takeaway. While many operators may feel intimidated by having global chains for neighbours, Chris believes Chesters benefits from offering customers something different. “It doesn’t really phase us,” he says. “I think people quite enjoy having something different at a service station rather than your norm.”
That difference is reflected in a menu that goes far beyond standard fish and chips. Alongside traditional favourites, customers can order calamari, prawns, whitebait and fish pie, while rotating specials keep the offering fresh.
“We’re constantly changing the wraps and burgers of the month,” Chris says. “Last month we did a Coco Bongo chicken wrap with grilled coconut chicken, pineapple and curry mayo. That was one of the best-selling specials we’ve had in the last year.”
Helping bring those changing promotions to life is long-term signage and display partner BD Signs & BDigital. The company has supported Chesters across both locations, delivering exterior signage, drive-thru graphics and digital menu systems that allow the business to react quickly to seasonal campaigns and new product launches.
“Barry and the team help with the layouts of the menus, the digital screens and all the seasonal promotions,” says Chris. “I’m one of those fussy customers who wants things doing there and then, and they’re brilliant. I’ll send images and text over, leave it with them and it’s done.”
The flexibility of digital signage has become increasingly valuable, particularly as menus and pricing continue to change more frequently in the current climate.
“It’s massive for us,” Chris explains. “Customers see the specials flashing up on the screens while they’re sitting down, and it sells the product before they’ve even ordered. We’ve also got three beach huts with seating and digital screens set into the portholes, so by changing the content, customers always have something fresh to look at. Plus, if we need to change pricing or launch an offer, it’s done straight away so we don’t have the time or costs involved with printing new menus.”
For Chris, attention to detail remains central to the Chesters brand, whether that’s the food, the restaurant interiors or the signage itself. “We didn’t want to go massive like McDonald’s with the signage,” he says. “We kept it traditional and clean. Everyone comments on how nice the signage looks.”
With a new 50-bay high-power EV charging hub set to open, bringing even more visitors to the area, Chesters is well positioned to continue attracting customers looking for somewhere to stop, recharge, meet and enjoy quality fish and chips away from the usual motorway chains.
BD Signs & BDigital 0115 979 4330 www.bdsignsnottingham.co.uk
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