Chopstix launches Westfield site, debuts new design

The brand wants to strengthen their image in order to convey their "core attributes".

UK-based Asian brand Chopstix has opened a brand-new store, along with a "next generation" design at Westfield Stratford.

The new opening, which will launch on the former Sticky Rice site in one of Europe’s busiest shopping schemes, features a design that aims to focus on the brand’s core attributes: Faster, Fresher, Tastier.

This brand enhancement initiative features new uniforms, communication screens, packaging, product descriptors and as a first for the business, all the freshly prepared dishes will be served from authentic woks in a brand-new counter display.

Chopstix plans to use the new format within all future openings, and where possible will look to retro-fit across the company’s existing estate.

“The new opening marks an important step in the evolution of the Chopstix brand and we are confident that consumers will react positively to the changes we have made," Jon Lake, managing director of Chopstix, said. "This is about us refining our approach, strengthening our image to convey our core attributes, whilst also emphasising how ‘different’ we are to other quick service restaurants in the space we occupy."

Currently, Chopstix has over 70 stores across the group with more than 25 outlets located within high footfall shopping centres.