Chopped Leaf, a Canadian fast-casual restaurant chain, is embarking on a brand refresh and new look to celebrate its 15th year in business.
The brand’s original store in Kelowna, B.C., which opened in 2009, is the first location to highlight the new logo for the company and updated interior design.
“When The Chopped Leaf was founded in 2009, it was one of the few fast-casual restaurants that offered fast, healthier options. Overall, the landscape of food, health, and nutrition has evolved significantly since then,” said Genti Kongjika, Executive Vice-President, Chopped Leaf.
“It’s critical for any restaurant brand to evolve and stay fresh. We’ve done this while keeping true to our roots and maintaining the essence that makes Chopped Leaf unique and beloved by Canadians, and a rewarding franchise opportunity for entrepreneurs.”
Chopped Leaf, which has more than 115 restaurants across Canada and the United States, is known for its fresh salads, wraps and bowls.
The new look includes a revitalized interior design, logo and signage and it will be gradually rolled out as Chopped Leaf continues to expand nationwide.
“Canadians describe Chopped Leaf as vibrant, down-to-earth, inspiring, empathetic and approachable,” said Karen Paradine, head of Marketing at Chopped Leaf. “Our new look and design highlight that salads and greens are more than just health food – they’re comfort food.
“We aim to dispel the notion that greens are not craveable or fulfilling. For consumers choosing to eat better, only Chopped Leaf delivers comforting, quality, fulfilling and flavorful greens for everyone.
“From our perspective, it was the perfect time to refresh the brand. Our first restaurant was up for a renovation and we thought it’s turning 15 this year so we took the opportunity to re-establish our brand foundation and with that brand foundation . . . we then took it one step further to look at the restaurant design to make sure that the interior as well as our logo really reflects our brand strategy.”
The ceiling was painted white so it feels brighter and fresher in the restaurant. Counters were lowered so customers can better see the preparation of the food. A spotlight has been put on iconic products such as its signature salad dressing.
“This brand refresh was an evolution, not a revolution,” said Jean-Pierre Lacroix from Shikatani Lacroix, the agency behind the brand update. “We ensured that Chopped Leaf’s brand attributes of fresh quality choppings, irresistible signature dressings, menu variety, fruit infused Chopped Water and the ‘Feel Good After You Eat’ tagline are showcased throughout the new design.”
Paradine said the restaurant chain wants the customer to feel comfort when coming into one of the refreshed locations.
“It’s feeling a place of comfort and really what we’re trying to do is dispel the idea that greens is not comfort food. People go to pizza, burgers or soups or foods when they’re looking for comfort food. But consumers today really do feel good when they consume salads and greens and we want them to recognize The Chopped Leaf as that destination,” she said.
The new look Kelowna store just opened and the grand opening is scheduled on July 20-21.
The intent is to go through all the stores eventually.
“We’re a small brand right now so we can’t turn the switch on overnight but as restaurants go through modernizations and renewals we’ll be looking to bring in the new brand element.”
