Fast casual restaurant chain Chopped Leaf is honouring its 15 years in operation by unveiling a brand refresh and a new look.
The move, which was aided by design agency Shikatani Lacroix, was aimed at responding to the changing fast-casual landscape which has evolved to include healthier, nutritious options. It includes a new logo and updated interior design, and will be officially unveiled at Chopped Leaf’s original store in Kelowna, in July.
The new look will be gradually rolled out as Chopped Leaf continues to expand nationwide, with room for growth in Ontario and on the east coast, the brand says. The QSR currently operates 115 restaurants across Canada and in the U.S.
New restaurant builds and restaurants scheduled for modernization will be the first to adopt the new look, she says. Existing restaurants and digital channels like web, social and online ordering will begin to receive new branding in the form of logos, packaging, signage and uniforms in the new year.
“Our new look and design highlight that salads and greens are more than just health food, they’re comfort food,” says Karen Paradine, head of marketing at Chopped Leaf. “We aim to dispel the notion that greens are not crave-able or fulfilling.”
Its clientele, a demographic who is interested in eating better, she says, see Chopped Leaf as vibrant but also inviting and approachable.
To get the word out, Paradine says the brand has various marketing tactics running throughout the year including national and local promotions, adding that it had radio ads running this spring touting its new Cobb Salad and Berry Breeze Salad.
Other media includes direct mail, billboards and TSAs, bus wraps, Meta ads, sponsored ads on third-party delivery platforms and more.
The refresh follows the QSR’s first foray into TV advertising last year, with help from Crew Marketing Partners, targeting Corus television properties in key western markets. The move helped Chopped Leaf reached new audiences, Paradine says.
PR assistance is through Key Communications.
