Sam Elia and Menashe Sadik, co-founders of Chopstix, the Pan-Asia inspired quick service restaurant (QSR), are seeking a new location on London’s Oxford Street after saying goodbye to their debut store which opened on the iconic street in 2002.
Elia said: “I will always remember the queue of people outside when we first opened. It was at that moment I knew Menashe and I had a hit on our hands, and for that reason it will always be part of the brand’s history as we evolve into the biggest Asian QSR brand in Europe.
Since its founding 23 years ago, Chopstix has expanded from the single Oxford Street store to over 150 sites, and recently announced a strategic partnership with a European quick service restaurant platform (QSRP) to accelerate expansion of the brand across the UK and Europe.
‘Visual identity upgrade’
The closure of the inaugural store comes as Chopstix has announced a ‘visual identity upgrade’ for its stores. The first new concept store to open is Bridgend in Wales, with new visuals, store offerings including bottomless drinks and table service, and improved operational approaches.
Chopstix said its new store concept is to be implemented across all new sites, in addition to it identifying existing stores in its estate to undergo refurbishment.
Sadik commented: “As we begin the process of upgrading our in-store visual identity and build up our pipeline of new stores with our partners QSRP, this is a truly exciting moment in the Chopstix story, even if we are sad to close a previous chapter.
“We know there’s no other place quite like Oxford Street, so no doubt Chopstix will be back on the iconic street soon.”
The Chopstix Group added that it has undergone a busy period of brand development and expansion as it sets its sights on becoming the largest Asian QSR company in Europe.
Posted: 31st March, 2025