X Factor guru Simon Cowell is set to appear on the menu at Little Chef from next year – with a burger named after him.

The Sun reports that bosses at the chain restaurant – a fixture at motorway service stations up and down the country – came up with the idea after Cowell admitted in an interview he would rather eat there than tuck into a fancy French meal.

“Simon’s support for us has been great so we thought the best way to say thanks was to name a burger after him,” said a Little Chef spokesman. “So from next year the Simon Cow burger will be on offer.”

The firm has already granted Cowell free food for life at their restaurants after his bizarre tribute to them.

The burger is just the latest in a long line of Cowell-themed merchandise which also includes T-shirts, pillowcases, fridge magnets, birthday cards, key rings and talking dolls.

“Simon is basically a mega brand,” an X Factor insider told the paper.

“The Simon Cow burger is quite a cute idea. I’m not sure how Simon will react to hearing about it. Let’s hope he doesn’t have any beef with Little Chef over it.”