Posted:29-February-2024
WELCOME BREAK BECOMES LARGEST CHOPSTIX FRANCHISEE AFTER HAT-TRICK OF OPENINGS
Franchising continues to drive significant growth for leading pan-Asian QSR Chopstix, which is launching its third site with motorway service area (MSA) operator Welcome Break in three months.
The new food court unit, in Corley South (M6) services in Warwickshire, opens this week, and establishes Welcome Break as the largest Chopstix franchise partner, with a total of sixteen UK sites. Corley will follow highly successful openings at the end of 2023 in Welcome Break Newport Pagnell North (M1) services in Buckinghamshire and Welcome Break Membury West (M4) services in Berkshire.
Welcome Break has worked closely with Chopstix Franchise Director, Aaron Moore-Saxton in recent years to maximise existing site revenue and to identify Welcome Break locations well placed for new Chopstix units. As part of the agreement, the franchisee oversees the full management of all sites, with employees undergoing an extensive Chopstix induction.
Expansion through franchisees has been decisive in driving the brand’s growth trajectory since Moore-Saxton’s appointment as Franchise Director in 2022. Having established itself as the largest Asian-inspired QSR brand in the UK, the company has set its sights on becoming the largest Asian QSR on the continent. Expansion is expected to ramp-up exponentially over the next three years to meet the ambition of the brand’s founders, Sam Elia and Menashe Sadik, to reach 300 sites across Europe by 2027.
Aaron Moore-Saxton, Chopstix Franchise Director said, “We are delighted to open another site with what is now our biggest franchise partner. Welcome Break’s success with Chopstix is highly encouraging – the newest units in Newport Pagnell and Membury are already delivering impressive returns, and I have no doubt Corley will bring similar results. Welcome Break are an ideal partner for our brand and we’re excited to explore future opportunities with them in the future.”
Adrian Grimes, Welcome Break Commercial Director, said, “We are thrilled to be strengthening our partnership with Chopstix with the opening of our newest site in Corley South. Chopstix performs consistently well across our portfolio, so we’re confident Corley South will deliver similar success. Chopstix provides a point of difference to our existing food and drink offer and we can see it is something our customers respond positively to.”
Chopstix was established in Camden Market in 2002 by entrepreneurs Sam Elia and Menashe Sadik, who remain involved with the business on a day-to-day basis. The Chopstix Group has undergone a busy period of brand development and expansion, as Chopstix sets its sights on becoming the largest Asian QSR on the continent. The business boasts a strong pipeline of new sites, through both company operated and franchise ownership models.
2024 shows no signs of slowing for Chopstix, with two new equity sites having opened in January alone, along with a strong pipeline of new site openings with trusted franchise partners such as Welcome Break.
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