Chopt Creative Salad Co.

How do you reinvigorate a first-to-market brand in a category filled with new entrants? You go to the heart of the brand and create an ecosystem that lets customers fully experience who you are.

As a business, Chopt provided an excellent product - delicious, healthy food served quickly at a reasonable price point. But as a brand, Chopt struggled to articulate its points of difference. The good news was that they were indeed different, drawing inspiration from global cuisines and partnering with local purveyors to bring their ideas to life. The bad news was that no one knew the lengths they were going to in order to bring these ideas to fruition. From this juxtaposition emerged the brand's promise ("to go to crazy lengths for flavor") and a revised tagline ("not for the faint of taste").

Building off of this position, we reimagined every touchpoint of the restaurant from the in-store experience to the website, menu, and more. And we highlighted the role of dressings, the primary flavor delivery device. The brand emerged with a defined point of view and a toolkit to enable scale in the future.

And scale it did. New Chopt's opened up in Georgia, Tennessee, Alabama, and elsewhere and the brand continued its mission to bring the most flavorful salads available across the country.