Chop Refreshes the Brand to Drive Growth Strategy

Chop Steakhouse has been steadily growing across Canada with aspirations of becoming Canada’s most loved steakhouse. With 16 locations, Chop is ready for a boost in awareness through refreshed brand work and the upcoming opening of a new iconic location in Coal Harbour, Vancouver. Located overlooking the water at the Vancouver Convention Centre East, the new Chop location is right next to the bustling cruise ship terminal, drawing hundreds of thousands of tourists and locals each year. “It’s a prime location, worthy of a high-quality steakhouse,” says Brett Wills, Director of Marketing at Chop. The new location is opening soon, along with plans for several new stores in the coming years.

Earlier this year, Northland Properties tapped Full Punch to lead strategic and creative marketing requirements across its portfolio of brands. Chop has a big ambition to be number one in the category, along with an aggressive growth trajectory, making it a key priority for Northland Properties. “It was critical to creating a strategic platform that propels the brand to reach its goals. It’s why we tapped Full Punch to take us to the next level of success,” says Wills Chop isn’t your ordinary steakhouse. It isn’t dark, formal, or ridiculously expensive. It’s a modern take on a classic steakhouse. “From the moment you walk in the door to the tantalizing menu, it’s a difference you can taste. Chop is rebuilding the house that steak built.” Says Jack Dayan, Partner and Head of Strategy at Full punch. “The menu features a plant-based section that’s as delicious as the steaks, creating flavours and an ambiance that’s inviting to everyone, even non-steak lovers”, says Wills

A winning mindset drives the team. “We succeed when we are challenged and it’s in our competitive nature to have the lowest steak return rates in the industry. We are proud to drive our team to make every steak perfectly to the guest's liking, it’s what they want and deserve”, says Wills. The brand platform reflects the pursuit of perfection in everything from service to ambiance to cocktails and across the entire menu. The new brand strategy intends to be the internal north star and rallying cry in the pursuit of being the best.

An updated brand reflects the strategy and the cultural shift towards a more modern, inviting, and inclusive steakhouse, for all people and all pallets. “We carefully balanced the positive equity in the brand while making adaptations reflective of the new stringy. It was an exercise of fine-tuning versus blowing everything up and starting from scratch”, says Chris Zawada, Partner, and Head of Creative at Full Punch. The food always had a sense of style that was missing from the brand. Today, those worlds have come together. Thinkingbox was trusted to bring a new brand to life across the web. The new site creates a digital experience that tells Chops’ story, focused on the relationship and the moments a curated dining experience can bring” says David Palmer, Creative Director at Thinkingbox. The menu at chop.ca reflects Executive Chef Stephen Clark’s culinary adventures and is crafted with curiosity, experimentation, and a commitment to the craft of dining. Media is being handled by MediaCom.