The Burger Company
It replaced Wimpy which had been at most of their services for over 10 years previously. They used The Burger Company as a holding name for sites which were soon to gain the even-more popular McDonald's franchise.
It was the first time in a while that an operator had ever tried to tackle the fast food market with their own creation, and The Burger Company was not at all inspired by Burger King. Honestly.
Roadchef announced in September 2012 that they would be slowly fading out The Burger Company in the coming years in favour of McDonald's. On 4 January 2016, the final The Burger Company outlet closed at Roadchef's flagship Norton Canes.
The Burger Company used to be found at the following services: