Chopstix has reported “exceptional results” for the two Chozen Noodle sites it has converted to the Chopstix brand.
The pan-Asian QSR chain, which acquired competitor Chozen Noodle earlier this year, has converted the Beaconsfield Extra and Cobham Extra motorway service area (MSA) stores to the Chopstix brand in July and October respectively.
Both sites are outperforming expectations, delivering consistent growth with close to a 50% uplift in sales post-conversion.
Integral to the success of the conversions is Chopstix’s longstanding relationship with MSA operator Extra, according to the update.
Extra now hosts seven Chopstix sites across its estate and has worked closely with the brand to implement a relaunch strategy for the two converted locations.
The two former Chozen sites were the sole equity locations procured as part of the acquisition. In addition, Chopstix acquired all of Chozen’s other 25 MSA sites, which are managed through franchise agreements with Roadchef and Moto.
The Chopstix Group consists of over 100 Chopstix sites, in addition to 10 sites operating as Yangtze, and 25 franchise sites under the Chozen Noodle brand.
Jon Lake, Chopstix managing director, said: “The strong sales uptick we’ve seen at these sites since their conversion to Chopstix is highly encouraging and reflects how well the Chopstix brand preforms in busy food court and MSA locations, where we more than hold our own alongside the biggest QSR brands in the world. The conversions have been really well received by the teams on the ground, who have completely bought in to the brand, and this has been really important to the strong trading we’ve seen. Given how well the Beaconsfield and Cobham sites have performed under the Chopstix brand, we feel there’s great opportunity to convert additional Chozen MSA sites to Chopstix, and we will be discussing this with our franchise partners over the next few months.”
