Not for the faint of taste
Chopt
Situation
Chopt had long been a favorite desk lunch for NYC workers but began to face a range of challenges including new market entrants, an immature model for suburban markets, and an inferior digital experience. To achieve its growth potential, the brand needed to sure up its existing markets while simultaneously innovating for the future.
Action
Developed a brand positioning that focused on the brand’s taste superiority and brought it to life across all touchpoints. Led the creation of insight-driven innovation pipeline focused on capturing dinner in suburban markets and reinforcing the brand’s key differentiator - dressings. Reimagined the brand’s digital presence to support first-party individual and group ordering.
Results
Significant unit growth (+50) across multiple new geographies and trade areas with > $2MM AUV run-rate and 21% SLEBIDTA. Warm Bowl platform roll-out achieved 20% mix within three months of launch, introducing a new occasion for the brand and lowering costs due to both COGS and labor improvement. Grew digital sales to 35% within six months of platform launch and increased e-mail list by 500M. Garnered significant press for “Salad Six Pack” launch including articles in Thrillist, Complex, and PureWow.
