CHOPT
The Ask
A salad company growing faster than its brand. Rebuild everything around the bowl without losing the line out the door.
Unconventional Wisdom
“We’re not a lunch spot. We’re a creative company whose medium is salad.”
The strategic turn that unlocked the program
Made
- The brand system Strategy and identity rebuilt around the bowl.
- The package Boxes and bowls that carry the brand into the hand.
- The digital-first store The first CHOPT with no register: order online or by kiosk, takeout and delivery only.
- The digital platform The brand’s first direct ordering platform: mobile-first, e-commerce built in, no app needed.
- The kids menu Product innovation: a whole new menu for the smallest salad eaters.
- The campaigns Seasonal creative feeding the feed.
Exceptional Outcomes
Engagement detail
CHOPT asked Makeable to rebuild everything around the bowl. Everything but the salad. The engagement spanned the full brand consulting stack for a fast-casual restaurant group: brand strategy and identity, product and packaging, retail environment design, digital experience, and campaign work, all pulling in one direction. Restaurant branding lives or dies on coherence: the promise on the sign, the box in the hand, the app in the pocket, and the store around the customer have to be one idea. That’s the work: brand consulting, retail design, and digital consulting operating as a single system rather than three vendors. It’s a signature example of how Makeable’s New York studio approaches consumer and hospitality brands.
Part of Makeable’s Brand and Digital & Product practices, New York.