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Europe

Chopstix Group UK Launches Flagship Restaurant, Oxford Street Unveiling Refreshed Brand Evolution

Richard Powell  2 min read
Illustration: greatreporter

Chopstix Group UK, the accessible Oriental quick service brand, launches their 60th restaurant and flagship site on Oxford Street in London today. Alongside its opening, unveiling the new brand livery and interior scheme representing the brand’s evolution and rapid growth over the past six years.

As a dynamic and celebrated London attraction with over 600,000 visitors a week, Oxford Street, offers exposure to Chopstix which increases brand awareness with local and international audiences. The site is strategically located near Tottenham Court Road Underground Station, which will service the Crossrail opening in 2018. The Oxford Street Flagship is the fifth location in London, bringing the total number of Chopstix Noodle Bars to 60 across the UK and the Republic of Ireland.

Oxford Street Flagship launch and reveal of the new branding marks a turning point for Chopstix which offers faster, fresher and healthier Oriental fusion cuisine at great value. The new brand identity, customer communications and interiors scheme, designed by award-winning brand design agency Mystery Ltd., enhances and rejuvenates the Chopstix Restaurant image and franchise opportunities; with stand-alone self-venting PODs (no need for vented extraction), mobile food trucks and many other formats.

Chopstix ranked 25th in Food Franchise ‘s “50 Best and Most Profitable Franchise Opportunities in the UK” and is one of the most cost effective franchises in terms of capex and return on investment. New guidelines for franchisees were created including ‘store packs’, graphics pack and guidelines as templates to provide precise instructions on how to apply the new design. These comprehensive guidelines enables Chopstix to easily roll out the designs to new stores and ensure franchisees are on brand.

The brand re-design includes a refreshed corporate identity, instore marketing and digital branding, featuring updated visuals, brand images and carefully designed digital menu screens to facilitate the ordering process. Mystery also designed a suite of Chopstix anime that appears across the interior design scheme and all marketing collateral.

With a comprehensive franchise support program in place, Chopstix Group UK is more than ready to share their success and support master franchisees worldwide.

Chopstix Group UK is a quick service restaurant brand which offers fast, fresh and healthy Oriental fusion cuisine across the UK and Republic of Ireland. Chopstix chefs cook the food on site to ensure each dish is served as fresh as possible and deliver chef theatre. Since the first major shopping centre branch opened at Bluewater in 2010, Chopstix has become a staple in the shopping centre food court and has recently partnered with Welcome Break.

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