Operations

Original ChopShop thrives amid pandemic

Provided

January 14, 2021

Despite the challenging operating environment in 2020, Original ChopShop — an emerging fast casual brand serving protein bowls, salads, sandwiches and fresh juice — ended 2020 with overall sales up over 20% compared to the prior year.

Although same-store sales were down more than 50% compared to 2019 at the start of the pandemic, things started looking up after the brand implemented a few strategies.

"Our team rose to the occasion and continued to move our brand forward," CEO Jason Morgan said in a company press release. "We acted fast, put a plan in place and pivoted our approach, which ultimately built goodwill with our team members and guests."

Acting fast

Original ChopShop debuted curbside pickup within 48 hours of mandatory dining room closures, created an internal delivery fleet by June, launched its "Chops" loyalty App in August and began offering family bundles and essential grocery items. The brand was also among the first to take donations for local health-care professionals, providing almost 2,000 meals over the course of six weeks.

Chops guests may now order online for pickup, curbside or delivery and pay via the app. Compared to third-party delivery apps, orders placed directly through the Chops App were 25% less expensive and delivered up to 15 minutes faster by an Original ChopShop team member. In just five months, guest acceptance has been tremendous with greater than 60% of all direct digital orders originating through the app and more than 30% of all transactions having a loyalty account attached to the check, Morgan said.

"We're ending 2020 with overall sales up by more than 20% and same-store sales only down 4.9% for the full year. I'm proud of how our team responded throughout 2020. Our results speak for themselves. We have one of the best, if not the best, up-and-coming fast-casual restaurant growth brands."

In addition to its support for guests, Original ChopShop committed to doing the same for its team. During the entirety of the pandemic, the company has kept every general manager and assistant general manager employed with no reduction in pay and paid an average of more than 100% of periodic manager bonuses from March to December 2020.

"Even when we were struggling, we never lost sight of supporting our team members," Morgan said. "They continued to provide the 'Just Feel Good' experience that our brand is known for and even extended that experience into the homes of our guests by delivering orders safely and efficiently.

"With our internal delivery and Chops App launch, Original ChopShop has established itself as a digital leader in the fast-casual space. We're positioned well for 2021 with all of the new and effective initiatives that were set in place this year."

Additionally, Original ChopShop's expansion efforts remained steady opening two Texas shops in 2020, with growth continuing in 2021 when it opens four shops in its established markets of Phoenix and Dallas-Fort Worth, as well as entry into a third major market — Houston.

Founded in 2013 in Old Town Scottsdale, Arizona, Original ChopShop has 15 locations in Phoenix and North Texas and is continuing expansion.