Fast-casual salad brand CHOP5 is planting its seeds in Phoenix soil, aiming to cultivate a healthy spread of up to 15 new locations throughout the Valley. The Ohio-based company, known for its assembly-line model of building personalized salads and bowls, has aligned itself with Scottsdale-based Conscious Capital Growth, a franchise advisory firm, to kickstart the expansion, as reported by the Phoenix Business Journal. CHOP5 co-founder Brian Mills expressed enthusiasm for the Phoenix market, pointing to the region's younger demographic and their penchant for active lifestyles as a perfect fit for the brand's ethos.
However, despite the ongoing pandemic-induced changes to business strategies, CHOP5 is shifting its real estate approach, turning away from office-dominated locales to places more residentially robust, even if it means settling for B+ retail spaces. According to Mills, in a statement obtained by the Phoenix Business Journal, customers are willing to "search us out a little bit now," hinting at a growing loyalty base ready to dig into their offerings, irrespective of prime real estate locations. The pandemic has not only altered where CHOP5 seeks to open up shop but also how, as the brand sees a reduction in footprint size to cater to increased third-party delivery demands.
Adding greens to its business model, CHOP5's strategy is firmly rooted in franchisee satisfaction, operating under the premise of being franchisee-led rather than franchisor-style governance. In an interview with Nation's Restaurant News, Mills highlighted the importance of identifying the right franchise candidate, reflecting the sentiment, "We know we need to find people like us." The brand has no set number of franchises to open but expects about five franchised locations and potentially three or four corporate stores by year's end.
Mills, who is no stranger to the franchising scene with experience in managing over 100 Papa John’s units, shared that CHOP5 stands out in the crowded salad market with its in-front-of-the-customer chopping process, enhancing the fresh factor and flavor profile immediately recognizable once greens and veggies hit the chopping board. The fresh factor paired with personalized customer service, where employees treat guests "as though they’re in grandma's kitchen," is a recipe for repeated patronage, with some customers frequenting the establishment two to three times a week.
On the menu front, CHOP5 isn't just tossing around leaves; the establishment features eight signature dressings and 11 drizzles, like avocado green goddess and Korean BBQ drizzle, adding a robust zest to every bite. The menu, according to Mills in an interview with Nation's Restaurant News, is "powered up" to maintain a strong flavor profile. It's clear, CHOP5 is dressing to impress, not only targeting local taste buds in Phoenix but also honing an unshakable commitment to franchisee empowerment, determined to cultivate a healthier, happier community with every bowl they serve up.
