Generic brand J"). In addition to price and nutrition, evidence suggests that quality is equal to, if not better than, established brands. In the 2007 Whisky Bible several supermarket single malts were rated higher than top-brand distilleries, with Tesco having the highest rating own-brand. Rather than offering a single own-brand alternative, supermarkets have in recent years introduced 'premium' and 'value' ranges offering varying quality and price. Some supermarkets advertise the quality of their premium own-brands for example Sainsbury's television commercial featuring celebrity chef Jamie Oliver. Value supermarket brands are sold at considerably less than known brands, sometimes even below cost price, to
Little Chef which closed by 1976. In the 1992/3 two sites were opened in the Republic of Ireland with 3 more following between 1996/7 and 2001/2. In 2005 Little Chef and Travelodge in Ireland were sold off to new operators and the Little Chefs rebranded. The two Dublin ones became "Metzo" restaurants and the 3 others became Eddie Rockets Diners. Little Chefs next foray was into Spain with 3 branches opened by 1994/5, but later closed. Little Chef Little Chef was a chain of roadside restaurants in the United Kingdom, founded in 1958 by entrepreneur Sam Alper, and modelled on American diners,