Episode 104: Brian Mills with CHOP5

Brian Mills and his business partners researched dining trends and successful restaurant concepts before creating CHOP5. “We chose health, freshness, and quality at a reasonable price as the basis of our concept as we saw those items as being most important to today’s dining consumer," says Mills. CHOP5 now operates restaurants in Ohio, Florida, and Colorado with plans for franchise growth.

CHOP5 offers fresh-made salads, soups, rice bowls, and sandwiches at 2,000 square-foot counter-service units with open kitchens, limited-seating dining, and take-out service. “We have a tremendous online ordering presence with 40% to 50% of revenue coming from our website and third-party delivery,” says Mills. Most units are located in residential markets where late afternoon, dinner, and weekend traffic account for most sales.

Mills explains how counter service doesn’t have to be a lackluster guest experience. "We strive for eyeball-to-eyeball interaction with each guest,” says Mills, describing the concept’s “guest acknowledgment, suggestive selling, menu explanation, and show of appreciation.” Staff selection, training, and development are significant unit management responsibilities at CHOP5.

"Choosing franchise partners is where it all begins,” says Mills, adding, “There must be a compatibility with our concept's culture, quality initiatives, and operating environment.” 

With new store openings on the horizon. CHOP5’s near-term future looks bright. However, as Mills notes, the concept’s goal is finding quality franchisees not simply growing the number of units.