Chopt, a nearly 90-unit chain based in New York is adding a third “digital-forward restaurant” featuring self-order kiosks from Bite.
Considering that the global self-service market should reach $63 billion by 2027, it’s obvious why small and mid-sized chains are following in the footsteps of larger brands, such as Sweetgreen and Panera Bread, when it comes to embracing digital-only locations.
Chopt Creative Salad Co., a nearly 90-unit chain based in New York, for example, announced this week that it was expanding its Georgia footprint by adding a third “digital-forward restaurant model” featuring self-order kiosks from Bite. It launched its first store earlier this year in Manhattan and has been happy with the process requiring guests to order ahead for pickup or delivery, at the table via QR code for dining in-house or from one of five self-service kiosks.
The Atlanta-area store, 4058 Peachtree Road NE, in Brookhaven, opens next week and Chopt co-founder Colin McCabe believes the store will see similar results as his first two “digital-only” formats.
“Kiosks are driving 30-40% of revenue of digital-only locations, with 5-10% higher sales per entree vs. in-store orders from a cashier,” he said in a recent email interview. “The kiosks allow (staff) to reallocate existing employees to more hospitality-focused and fresh food preparation roles. This allows us to provide a better digital ordering and pickup experience to our guests while simplifying operations for our teams.”
Brookhaven is a small town with easy access to the big city, making it an ideal location for the contactless store model for locals commuting downtown for work, families on the go, or those looking for a quick bite, McCabe said.
“Since first opening in the Atlanta area five years ago, we’ve developed meaningful relationships with the community through our past Chopt Gives partners, including HOPE Atlanta and Atlanta Community Food Bank, alongside our Georgia-based farmers like Pure Flavor and look forward to establishing even more local partnerships as we grow,” he said.
As an opening tradition, Chopt will celebrate “Chopt Gives Day” by donating 100% of Tusday’s sales to a local nonprofit, Foodwell Alliance, an organization focused on providing resources and supporting local growers across metro Atlanta.
“We are thrilled to partner with a restaurant that prioritizes sourcing locally,” said Food Well Alliance Executive Director Kate Conner. “Chopt’s donation of all sales on ‘Chopt Gives Day’ reinforces their value of locally grown food and will go a long way in supporting local growers across metro Atlanta.”
Founded in New York City in 2001 by best friends Tony Shure and Colin McCabe, Chopt has expanded to over 85 locations in New York, Washington, D.C., Virginia, Maryland, New Jersey, Tennessee, Pennsylvania, Connecticut, Georgia, Alabama and North Carolina.
Cherryh Cansler is VP of Events for Networld Media Group and senior editor of FastCasual.com. She has been covering the restaurant industry since 2012. Her byline has appeared in Forbes, The Kansas City Star and American Fitness magazine, among many others.
