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Fast growing QSR brand Chopstix has strengthened its relationship with Motorway Service Area (MSA) operator Welcome Break, which opened two new Chopstix units at the end of 2023, bringing the total number of Chopstix sites operated by the franchise partner to 15.

Chopstix has had considerable success with roadside units since first opening sites with operator Applegreen in 2015, and strengthening the brand’s presence in this area is a core focus for the business in 2024. The two new Welcome Break openings at Welcome Break Newport Pagnell North (M1) services in Buckinghamshire and Welcome Break Membury West (M4) services in Berkshire, takes the total number of MSA sites operated by the Chopstix Group to 58, having acquired all of competitor Chozen Noodle’s 27 MSA units in March of 2023, two of which have since been converted to the Chopstix brand.    

Jon Lake, Chopstix Managing Director said, “We’re aware from customer feedback and sales data from our existing roadside units how well our proposition works in this format. Welcome Break is a very important partner for the brand, which operates some of the highest performing Chopstix restaurants in our roadside portfolio, so I’m delighted to launch these two new locations with them, and excited to see how our relationship progresses with Welcome Break in the future.”

Adrian Grimes, Welcome Break Commercial Director, said, “We have been delighted with how well Chopstix has performed both in the two newest units and across our existing portfolio. The Chopstix brand is a favourite among our customers, offering them more choice when they stop with us. We are looking forward to see the partnership grow in the future.”   

The new Chopstix sites in Newport Pagnell North and Membury West boast brand-new state of the art digital screens and branded digital facia screen that makes Chopstix so unique. The new sites will serve all of Chopstix’s irresistible menu favourites such as the brands renowned Caramel Drizzle Chicken, Sweet & Sour Chicken and new topping launched for January, All Leaf No Beef Teriyaki.

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 franchise partners such as Welcome Break.  

The Chopstix Group consists of over 100 Chopstix sites, in addition to 10 sites operating as Yangtze, and 25 franchise sites under the Chozen Noodle brand. 

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