Evolving is everything. If you want to get to the heart of Chopped Leaf‘s recent brand refresh, you can start there. Featuring an updated interior design, new logo and signage, the fast-casual chain, with more than 188 restaurants in Canada and the U.S., is taking its game to the next level.
The new look, which was unveiled at its original restaurant location in Kelowna, B.C., is part of its 15th anniversary celebration. The refresh was driven by the brand’s mission to change the perception of greens from health food to comfort food, which means making greens craveable. The new look will be rolled out through 2025, complementing its expansion efforts across North America and internationally. Right now, it expects to open more than 25 locations.
Along with a complete new set of marketing and branding materials, Chopped Leaf is updating its interior design. The new look will be more welcoming and approachable, featuring things like local “hello” signage, vibrant greens and warm wood tones, and a lower counter that showcases fresh, quality choppings, and allows customers and team members to better engage and interact.
We sat down with Design & Construction Manager Lisa Paquette to get an inside peek at the Chopped Leaf brand and the changes that are helping shape the brand.
Give us a snapshot of the (restaurant) brand?
Chopped Leaf is a fast-casual restaurant chain with more than 118 locations across Canada and in the United States. As the home of comfort greens, Chopped Leaf’s menu offers fresh and craveable salads, wraps and bowls that are served fresh and quick for a better-for-you experience. We want you to feel good after you eat!
What type of consumer are you targeting?
Chopped Leaf consumers are people that view food as fuel, and live a healthy, active lifestyle. Our guests are looking for fresh, nutritious, flavourful foods that are also delicious and fulfilling. They are hungry for healthier options and don’t want to sacrifice eating well when they’re busy or on the go.
How does the design of restaurants cater to what today’s consumers are looking for?
Our restaurants are designed to be welcoming and approachable with local “hello (town)” signage, vibrant greens and warm wood tones, and a lower counter that showcases our fresh, quality choppings, allowing customers and team members to engage and interact. Seeing the fresh product on display also inspires customers who want to customize and design their own meals, ensuring there’s something for everyone.
Our friendly, comfortable dining rooms provide a warm atmosphere to enjoy your meal, or you can take your order to go, making it a flexible option. We feel the restaurant design makes the customers’ experience as transparent as possible, accommodating special needs, dietary restrictions and highlighting fresh products and clean eating.
Walk us through how and why the restaurants are designed the way they are?
The Chopped Leaf menu is available for eat-in, takeout, delivery and catering, so our restaurants are designed to support a great experience for our guests and our staff, no matter which option they choose. With this in mind, our restaurants are thoughtfully designed to maximize efficiency, requiring just 1,200 square feet or less.
What are some of the trends happening on the architecture side of the design business (for restaurants)?
With architectural drawings and floor plans, especially when incorporating new elements, it’s important to ensure that the space is functional for both staff and customers. It’s a balance between design aspirations, operational needs and budget constraints.
Give us a rundown of your market’s layout
Chopped Leaf opened its first restaurant in Kelowna, British Columbia, Canada in 1984. Fifteen years later, we have grown and expanded to more than 118 locations across Canada and in the US. The majority of restaurants in the chain are located in Western Canada (British Columbia and Alberta) with new growth focused in Ontario, Manitoba, Saskatchewan and Nova Scotia. There is one location in Seattle.
Our first choice for new locations are in suburban communities, typically in in-line plazas, industrial areas (which attract lunch-time consumers), and locations on school campuses or near high schools and post-secondary schools.
What’s the biggest issue today related to the construction side of the business?
Weather can be a challenge when you’re working in colder climates, causing delays with construction. Shipping and handling is also getting more expensive, so moving materials across the country can be a challenge. We’re also seeing a real estate crunch right across the industry, making it difficult to find good sites.
Talk about sustainability. What are you doing?
All of our ingredients come in fresh and raw, and are chopped in house, minimizing waste. Our packaging—bowls, bags, catering and sandwich containers—are made from 100% recyclable material. Our feature chandeliers are also made from recycled material.
In today’s complicated landscape, what type of opportunities do you see moving ahead?
As a chain grows and evolves, there is an opportunity to create efficiencies and standardization, while still maintaining a local touch (eg., “Hello (town)” signage), which is important to customers and franchisees. There can be economies of scale—mostly for millwork, so we’ve looked at modular versions of our booths, banquettes and servery.
Relationships also are incredibly important. We’ve built some long-standing relationships with contractors and equipment companies who have been around since the brand starte, and we know we can always rely on them.
Are you optimistic about what you are seeing out there?
People are eating healthier and are increasingly looking for clean eating, vegan and vegetarian options, so we feel Chopped Leaf is very well positioned in the marketplace. We continue to evolve with our restaurant designs and our menus to stay fresh and current.
As part of our 15th anniversary in 2024, we revitalized Chopped Leaf’s interior design, logo and signage. And in 2025, the new look will extend to all marketing assets and collateral, packaging, uniforms, merchandise and more.
What trends are you seeing?
Trends that we are seeing include smaller footprints to accommodate for increases in takeout. However, on the flip side, customers who do want to dine in want comfortable seating like our booths and accessible USB outlets. For solo diners, we’ve also incorporated higher bar seating at the front window when possible. Finally, new technology is helping to ensure that online and in-store experiences are consistent.
What’s the secret to creating a “must visit” restaurant environment in today’s competitive landscape?
It’s critical for any restaurant brand to evolve and stay fresh. Over 15 years, we’ve done this while keeping true to our roots and maintaining the essence that makes Chopped Leaf unique and beloved by our guests, and a rewarding franchise opportunity for entrepreneurs.
With our recent rebrand, we’ve ensured that Chopped Leaf’s brand attributes of fresh quality choppings, irresistible signature dressings, menu variety, fruit infused Chopped Water and the ‘Feel Good After You Eat’ tagline are showcased throughout the new design. Feedback from customers, staff and franchisees has been extremely positive.
What’s today’s consumer looking for in a restaurant?
Consumers are looking for an accessible place to get a quick meal that is healthier, fresher and greener. They want nutritious and flavourful options that not only taste great but make you feel physically and mentally energized. Our customers are seeking satisfying meals that keep them full, fuel their day, and offer great quality and value.
Tell us what makes your brand so unique?
Our mission is to change the perception of greens from health food to comfort food, and that means making greens craveable. Chopped Leaf delivers comforting, quality, fulfilling and flavourful greens for everyone. Your “choppings” are elevated to a whole new level with our handcrafted, irresistible signature dressing blends, only available at Chopped Leaf.
Also unique to Chopped Leaf is our signature “Chopped Water” which is infused with raw fruits and vegetables, adding the perfect amount of natural flavour to your beverage.
Interview by Michael J. Pallerino, editor of Commercial Construction & Renovation magazine. Over the past 30-plus years, he has won numerous awards, including the “Jesse H. Neal Editorial Achievement Award,” recognized as the Pulitzer Prize for business-to-business magazines. He can be reached at mikep@ccr-mag.com.
Describe a typical day.
There really is no typical day. Every day is dynamic, fast-paced and requires balancing the needs of multiple stakeholders – from franchisees to contractors and suppliers. Communication is key — ensuring that construction stays on schedule and that any issues are addressed before they become major roadblocks.
A large part of my role involves coordinating with franchisees, particularly during the critical final days before a new restaurant opens. This is the most high-pressure stage, where all teams must come together to meet deadlines. The store must pass building and health inspections, receive final deliveries and complete training before officially opening to customers.
The final three to four days involve ordering food, setting up the store, and ensuring all operational elements are ready to go. It’s a balancing act between construction finishing and franchisees preparing to launch their business.
During turnover periods, every minute counts. It’s important to problem-solve to keep things on schedule and ensure smooth transitions.
What’s the biggest item on your to-do list right now?
Right now, our focus is on modernizations—updating existing stores to align with Chopped Leaf’s refreshed brand image. These updates range from installing new signage and a fresh coat of paint to adding signature elements like the “Feel Good After You Eat” wall.
Unlike new builds, modernizations come with unique challenges. Many of these restaurants are still operating, so the goal is to complete renovations with minimal disruption. This often means working in the early mornings or late evenings when the restaurant is closed. Managing timelines efficiently is critical.
What was the best advice you ever received?
Having been with Chopped Leaf since 2017, I’ve gained valuable insights from my own experiences and from others in the industry. One of the best pieces of advice I ever received came from my parents, who owned a party rental company. They taught me that no matter how well you plan, unexpected challenges will arise—what matters most is how you adapt. Staying flexible and solution-oriented is key in construction, where tight deadlines and last-minute changes are the norm.
What’s the best thing a customer ever said to you?
Our goal is always to create a space that reflects Chopped Leaf’s brand and makes customers feel welcome, and franchisees proud. Nothing is more rewarding than hearing them say: “I love this new look; it looks great.” That’s when all the hard work—coordinating, problem-solving and ensuring every detail is just right—pays off.
View the original article and our Inspiration here
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