The significant re-branding dubbed – ‘For The Flavour Cravers’ – forms part of a major growth plan that also includes a total refresh of in-store communication, as well as new uniforms, digital presence and creatives, across its estate.
After extensive market in 2023, the independently owned business – known for offering fast food for diners craving something a little bit different – has confirmed it’s launching a long-term strategy to increase brand salience and awareness, driving its identity even further into the UK’s QSR (Quick service Restaurant) psyche.
This new approach also sees the brand update its menu presentation, bringing product to the forefront of the brand positioning. Consumers can expect new dish names from Lip-Smacking Salt ‘n Pepper’ to the soon to be iconic ‘Katsu Got Your Tongue’!
As well as key locations, such as London’s 02 arena, the chain has added a number of equity and franchise stores in towns and cities across the UK, and is now in a position to refresh its identity as part of its major expansion strategy.
As Jon Lake, Managing Director for Chopstix put it: “Following years of outstanding growth, one of our major focuses over the past year has been redefining our identity as a brand and further deepening the emotional connection we’ve been developing with our customer base.”
He added: “We operate in a marketplace that rewards bravery and boldness, where the best performers leave a strong, lasting impression on their customers. To cut through the noise and differentiate ourselves from the thousands of options available, we need a memorable image and a distinctive style that speaks for itself.”
This followed tough questioning as to what the brand actually stands for, given its presence in a diverse number of settings , including high streets, shopping centres, motorway services, and now holiday parks like Butlins and Haven.
“We know we appeal to a broad cross-section of customers who love the offer and our food. and we have a particularly passionate audience of young, cool, and committed fans that we wanted to celebrate with this campaign,” said Lake.
“Throughout the process, we’ve focused on creating a holistic approach to our position. We are building on our strong base of support and exceptional review performance with a comprehensive digital, out-of-home, and event-led campaign to reposition our brand, ” he added.
The results mean the development of an approach designed to resonate with the operator’s core customers.
And that forms the foundation for elevating Chopstix to the next level in terms of its development as a business, so the argument goes.
