Chopstix, the Asian inspired quick-service restaurant chain which started as a humble noodle stall in London’s Camden Market, is ramping up its expansion in the UK and France, with the appointment of a new agency to develop a data-driven marketing strategy to boost growth.
WPP Media has been handed the media planning and buying account, with Mindshare tasked with supporting the company as it looks to build on its recent growth.
Founded in 2002 by entrepreneurs Sam Elia and Menashe Sadik the brand has grown into a massive fast-food brand known for its “sub-one-minute” service model, and now has more than 150 noodle bars across the UK, including high streets, shopping centres and transport hubs.
Mindshare’s remit will cover both new and existing restaurants, with an initial focus on driving demand around store openings. As the partnership develops, the agency will also explore broader brand campaigns and new media channels to support Chopstix’s longer-term growth ambitions.
Central to the approach will be more sophisticated geo-targeted media planning, using audience data and insights to tailor activity to individual locations and ensure investment is directed towards areas with the greatest potential impact.
Chopstix head of marketing Leanne Parker said: “We’re at a really exciting point as a business, and we wanted a partner who understands what it means to scale quickly without losing focus locally. Mindshare really got what we’re trying to achieve – not just in terms of expansion, but in how we show up for customers around each restaurant. We’re excited to get started and see what we can build together.”
WPP Media executive vice president of clients Ben Chadd added: “Chopstix is a brilliant example of a brand with strong momentum and clear growth ambitions. Our focus will be on helping the team make the most of that momentum; using smart, localised media and the right mix of channels to support both new openings and long-term brand building. We’re really looking forward to working together as the business continues to grow.”
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