CHOP'D was founded in 2004 on a mercy mission to bring real good food into real working lives. CHOP'D has firmly established itself as the UKs leading gourmet salad bar chain as well as being one of the category leaders in the wider healthy fast food sector in a country where there is increasing problems with obesity.
As well as the alarming obesity figures registered in the UK, workers spend less and less time eating lunch at midday. The concept of "lunch hour" seems to be a thing of the past and confined to history as most British people tend to "graze" - eating small snacks throughout the day rather than sitting down for a lunch break at midday. The average lunch break in this high speed socially accelerated society is approximately 29 minutes. In the short time that people have to eat, CHOP'Doffers a range of healthier options such as salads, sushi, soups, wraps, breakfasts and other healthy treats.
However, in an intensely competitive fast food industry,CHOP'D is facing the problem of positioning: how does it position itself on this competitive food market to differentiate itself as a healthy fast food option.