Posted:11-December-2023
CHOPSTIX SUPPORTS CUSTOMERS THIS CHRISTMAS, RAMPING UP VALUE OFFER OVER THE FESTIVE SEASON
Fast-growing QSR brand, Chopstix, has announced the launch of its new Christmas campaign, forgoing an expensive marketing campaign to instead invest in customer value.
The ‘Stixmas Value’ campaign has been developed after consumer research suggested the cost-of-living crisis is expected to continue to squeeze consumer spending during the festive season. Rather than invest significant sums in online and out-of-home advertising, the Pan-Asian QSR has chosen to focus on delivering great value for hard-pushed customers this Christmas.
‘Stixmas Value’ will offer new products, added value deals across the menu, double reward points on the Chopstix app for select meals, and a consumer competition, to ensure customers have increased reason to visit Chopstix over the festive period. The Stixmas offer includes the launch of Chopstix’s first ever Family Bundle, with the new meal deal feeding a family of four for under £25. This has been rolled out alongside multiple festive meal deals, all of which have been designed to give back to customers eating on a budget, whether in a group or dining alone.
The successful British-born QSR business will be driving customers to its popular app this month, with the launch of a new ‘Christmas Drop Game’ on the platform, which takes a light-hearted dig at American fast food giants with gamers challenged to ‘catch the spring rolls and avoid the pesky fries and chicken buckets,’ for a chance to win a year’s worth of Chopstix. App users will also be eligible to earn double reward points on select meals throughout December.
Across highly challenging trading conditions for the industry, Chopstix has performed remarkably well this year, seeing a 40% rise in system sales in FY23 vs FY22, with co-founders, Menashe Sadik and Sam Elia, identifying its value offer, along with the brand’s point of difference from other operators on the high street, as foundational to its continued growth. These principles have informed Chopstix’s Christmas strategy, as the brand looks to support customers over what is expected to be a difficult time for many.
Sam Elia, Co-founder and Director of Chopstix, said, “We’re very aware that many of our customers are facing a challenging winter, with our research showing one-third of UK consumers are planning on spending less this Christmas compared to previous years. We know one of the main reasons customers dine with us is because we consistently deliver great value, so we’ve doubled down on value with this campaign. Every element of our Christmas campaign is true to this proposition, whether it’s family bundles or double reward points on the Chopstix app – everything has been developed with the core aim of ensuring our customers are getting more for their money when they dine with us.”
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 in 2023, 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, having opened new equity stores in Croydon, Bristol, Bracknell and Brent Cross this year and having recently secured agreements with experienced QSR operators including Sparta Foods, KK Foods SW, Haven and Butlin’s.
2024 shows no signs of slowing for Chopstix, with two new equity sites expected to be opened in January alone.
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