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{{Infobox
{{Infobox
|colour = #404040
|colour = #404040
|image =  ‎NP SB EatIn.jpg
|font = #EF2E21
|font = #EF2E21
|name = EAT IN
|image = Warwick NB EatIn.jpg
|locations = 27
|locations = 27
|associated = [[Burger King]], [[Starbucks]], [[Papa John's Pizza]]
|introduced = 2006
|introduced = 2006
|removed = 2015
|removed = 2015
|openinghours = Daily, 6am-8pm
|openinghours = Daily, 6am-8pm
|predecessors = Food Connection, [[The Granary]], [[Julie's Pantry]]
|predecessors = [[Food Connection]], [[Little Chef]]
|usedby = [[Welcome Break]]
|related = [[Coffee Primo]]
|accompaniedby = [[Starbucks]], [[Papa John's Pizza]], [[Coffee Primo]]
|successors = [[Subway]], [[Harry Ramsden's]], [[Tossed]], [[Papa John's Pizza]], [[Dunkin' Donuts]], [[Waitrose]]
|successors = [[Subway]], [[Harry Ramsden's]], [[Tossed]], [[Papa John's Pizza]], [[Dunkin' Donuts]], [[Waitrose]]
|country = UK
|country = UK
}}
}}


'''Eat In''' was the new name Welcome Break gave to their [[Own brand|self-branded]] restaurant. Unusually for a service area, they were initially keen to promote it, but they then went in the very opposite direction and removed it in favour of fast food options.
'''EAT IN''' was Welcome Break's [[own brand|own name]] for their restaurant. Even though it was used during the period where motorway restaurants fell out of favour, Welcome Break put a considerable amount of effort into building and promoting it.


===Food Connection===
It was created as part of Fitch's new look for Welcome Break, using the same old fonts and dark colours that they had recommended for the main Welcome Break logo. Rather than just being a repaint, new promises were made about their food, with promotional material claiming that most menu items would be cooked-to-order on-site.
[[File:Keele Food Connection.jpg|250px|thumb|right|The old Food Connection.|alt=Food Connection services.]]
In 2001, [[The Granary]], a name which had been around for a long time and withstood many criticisms of service station catering, was removed from Welcome Break services and replaced by '''Food Connection'''. Initially it received impressive feedback.


Like many motorway restaurants at the time, the Food Connection brand was deliberately bland as it tried to slot in alongside other facilities, including the [[Red Hen]] waitress restaurant and [[KFC]]. It described its offer as the "traditional fare", with hot and cold dishes and a salad bar.
Food was sold either for eating in the dining area, or in cardboard boxes to be taken away. EAT IN moved towards having smaller counters where food could be ordered, instead of leaving it out on hot plates. Their most popular meals were breakfasts and fish and chips, and it was also launched with a section called THE BAKERY and a 'premium range' of meals.


Food Connection usually stood next to a [[Coffee Primo]] stand.
Welcome Break were so proud of EAT IN that in 2007 they signed a six-year contract to provide the catering at the [[Eurotunnel|Eurotunnel UK Terminal]], which they did under the EAT IN name (amongst others). They were reportedly looking at taking it to other places away from the UK motorway network, including the French terminal.


===Eat In===
A stranger crossover occurred in 2012, when Welcome Break leased a unit at [[Extra]]'s [[Cobham|Cobham services]], which they used to provide an EAT IN restaurant. EAT IN was now effectively a restaurant chain in its own right.
[[File:Keele Eat In.jpg|250px|thumb|right|Inside one of the restaurants, with the old logo.|alt=Keele restaurant.]]
In 2006 Welcome Break thoroughly refreshed their image, and as part of that Food Connection had to go. While at first Eat In seemed like just a new name and a new colour scheme, the new brand was keen to promote the quality of its food, with leaflets claiming promoting the flexibility of the menu and their tendency to cook-to-order.


More importantly, Welcome Break were keen to throw money at it. As a motorway restaurant it attracted a number of criticisms, but still received generally favourable feedback. Offers included a free kid's meal with adult purchases, and cooked breakfasts for £1.99.
As a motorway restaurant it attracted a number of criticisms, but still received generally favourable feedback. Offers included a free kid's meal with adult purchases, and cooked breakfasts for £1.99.  


Welcome Break were so proud of Eat In, in 2007 they signed a six-year contract to provide the catering at the [[Eurotunnel|Eurotunnel UK Terminal]], and were reportedly looking at other non-motorway options including the French terminal. In 2012, they used Eat In to provide the catering at [[Extra]]'s [[Cobham|Cobham services]], meaning it was now effectively operating as its own brand.
===Diluting The Brand===
In an era where operators were losing interest in motorway restaurants, EAT IN was a surprisingly strong brand. However, there was evidence that Welcome Break were losing faith in it.


In 2008, Coffee Primo was replaced by [[Starbucks]], meaning Starbucks products joined the menu at Eat In.
Welcome Break stopped using [[Coffee Primo]], which had a stand in each EAT IN restaurant, in 2008. This was replaced with [[Starbucks]], which over time took more and more prominence in the restaurant area.


====Decline====
The pizza menu was boosted in 2012 in partnership with [[Papa John's Pizza]], who gained their own counters in the restaurant area. This took more attention away from the EAT IN brand, which was given a new logo but often outshone by it's two American partners.
Eat In had to tackle the same problem that all the other operators were looking at: despite every effort, increase in their menu kept declining.


In 2012, Eat In was boosted with [[Papa John's Pizza]] providing the pizza range at the services. This tried to attract more attention to the restaurant, while at the same time causing the Eat In brand - which received a new logo for the partnership - to take a back seat.
By 2013, refurbishment schemes were tending to take space away from the restaurant area, giving it to other brands. The remaining dining areas were often left looking unloved as a result. Later that year, Welcome Break announced that all their restaurants would be replaced by [[Harry Ramsden's]], Papa John's Pizza and [[Subway]].


By 2013, refurbishments were tending to prioritise other brands over Eat In, leaving the restaurants looking increasingly small and tired. Later that year, Welcome Break announced their restaurants would be replaced by [[Harry Ramsden's]], Papa John's Pizza and [[Subway]]. Welcome Break had remarked that Eat In's most popular meals were breakfasts and fish and chips.
The removal wasn't completed until June 2015. At [[Derby South|Derby services eastbound]], the restaurant was not replaced, but most EAT IN signs were removed. The restaurant at Derby eastbound finally closed in 2018.
 
The removal took until June 2015. At [[Derby South|Derby South services eastbound]], the restaurant was not replaced, but most Eat In signs were removed. The restaurant at Derby South eastbound closed in 2018.


==Locations==
==Locations==
Line 46: Line 43:


* [[Abington]] (M74/A74(M))
* [[Abington]] (M74/A74(M))
* [[Birchanger Green]] (M11)
* [[Birchanger Green]] (M11/A120)
* [[Burtonwood]] (M62)
* [[Burtonwood]] (M62)
* [[Cardiff Gate]] (M4)
* [[Cardiff Gate]] (M4)
Line 52: Line 49:
* [[Cobham]] (M25)
* [[Cobham]] (M25)
* [[Corley]] (M6)
* [[Corley]] (M6)
* [[Derby South|Derby South eastbound]] (A50)
* [[Derby South|Derby eastbound]] (A50)
* [[Eurotunnel]]
* [[Eurotunnel]]
* [[Fleet]] (M3)
* [[Fleet]] (M3)
Line 67: Line 64:
* [[Oxford]] (M40/A40)
* [[Oxford]] (M40/A40)
* [[Sarn Park]] (M4)
* [[Sarn Park]] (M4)
* [[Sedgemoor (North)]] (M5)
* [[Sedgemoor (North)|Sedgemoor northbound]] (M5)
* [[South Mimms]] (M25/A1(M))
* [[South Mimms]] (M25/A1(M)/A1)
* [[Telford]] (M54)
* [[Telford]] (M54)
* [[Warwick]] (M40)
* [[Warwick]] (M40)

Latest revision as of 13:38, 14 October 2022

EAT IN
EAT IN
Camera icon
Camera icon
36 more photos in the gallery
Locations:27
Often accompanied by:Starbucks, Papa John's Pizza, Coffee Primo
Related names:Coffee Primo
Used by:Welcome Break
Introduced:2006
Removed:2015
Predecessors:Food Connection, Little Chef
Successors:Subway, Harry Ramsden's, Tossed, Papa John's Pizza, Dunkin' Donuts, Waitrose
Typical opening hours:Daily, 6am-8pm

EAT IN was Welcome Break's own name for their restaurant. Even though it was used during the period where motorway restaurants fell out of favour, Welcome Break put a considerable amount of effort into building and promoting it.

It was created as part of Fitch's new look for Welcome Break, using the same old fonts and dark colours that they had recommended for the main Welcome Break logo. Rather than just being a repaint, new promises were made about their food, with promotional material claiming that most menu items would be cooked-to-order on-site.

Food was sold either for eating in the dining area, or in cardboard boxes to be taken away. EAT IN moved towards having smaller counters where food could be ordered, instead of leaving it out on hot plates. Their most popular meals were breakfasts and fish and chips, and it was also launched with a section called THE BAKERY and a 'premium range' of meals.

Welcome Break were so proud of EAT IN that in 2007 they signed a six-year contract to provide the catering at the Eurotunnel UK Terminal, which they did under the EAT IN name (amongst others). They were reportedly looking at taking it to other places away from the UK motorway network, including the French terminal.

A stranger crossover occurred in 2012, when Welcome Break leased a unit at Extra's Cobham services, which they used to provide an EAT IN restaurant. EAT IN was now effectively a restaurant chain in its own right.

As a motorway restaurant it attracted a number of criticisms, but still received generally favourable feedback. Offers included a free kid's meal with adult purchases, and cooked breakfasts for £1.99.

Diluting The Brand

In an era where operators were losing interest in motorway restaurants, EAT IN was a surprisingly strong brand. However, there was evidence that Welcome Break were losing faith in it.

Welcome Break stopped using Coffee Primo, which had a stand in each EAT IN restaurant, in 2008. This was replaced with Starbucks, which over time took more and more prominence in the restaurant area.

The pizza menu was boosted in 2012 in partnership with Papa John's Pizza, who gained their own counters in the restaurant area. This took more attention away from the EAT IN brand, which was given a new logo but often outshone by it's two American partners.

By 2013, refurbishment schemes were tending to take space away from the restaurant area, giving it to other brands. The remaining dining areas were often left looking unloved as a result. Later that year, Welcome Break announced that all their restaurants would be replaced by Harry Ramsden's, Papa John's Pizza and Subway.

The removal wasn't completed until June 2015. At Derby services eastbound, the restaurant was not replaced, but most EAT IN signs were removed. The restaurant at Derby eastbound finally closed in 2018.

Locations

Eat In used to operate at: