Welcome Break chief executive George Charters says a survey revealed that 89% of customers were either "quite or very satisfied" with the chain's motorway service stations.
More than half claimed to be regular visitors, going to the same service station at least once a fortnight.
Customers, he added, appeared more concerned about cleanliness and good service than high prices.
Charters wants to give them what he describes as a "high street experience" with familiar names like KFC and Burger King.
Another innovation is gaming. The small number of slot machines already introduced is proving a massive money-spinner.
Charters' 19-year-old student son Greg is currently working behind the tills at Leicester Forest East on the M1.
The Independent on Sunday 05/06/05 (Business) pages 4
