Standing Ovation
2024 also marked the first full year of using Ovation, a guest feedback tool. “In 8 years of running this brand, we had 18,000 Google reviews. In the first three months of using Ovation, we had 20,000 reviews come through Ovation. “We responded to 100% of them. Last year, OCS had 64,000 reviews, averaging 4.6 out of 5.
“I think we’re providing something different, and people recognize it. They’re happy with it.”
Speaking of difference: Even though it is a fast-casual concept, Original ChopShop is not “scoop and serve” as the guest walks the line. Guests order at the counter, and team members bring orders to the table. “Our brand’s attributes, including the service model, allows us to be one of very few restaurant companies in our space that has the ability to create an emotional connection to the guest,” Morgan said.
“I think people still want that connectivity, and that is a big part of what we do.”
Convenience as a Core Brand Pillar
Original ChopShop customers are among those seeking convenience.
“People want to get in and get out,” he said. “Original ChopShop is a very quick, convenient brand. About 70–75% of our food is eaten off-premises.”
That convenience focus has fueled the company’s push toward smarter tech integrations, particularly around loyalty and ordering. Morgan and his team pushed their tech partners, Paytronix and Bite, for deeper, more seamless integrations—especially at the kiosk.
“We wanted loyalty at the front of the transaction, not the end,” he said. “It took a little while, but everyone was cooperative, and we ended up with a better product than what we started with.”
Original ChopShop launched its loyalty program in 2020 and now sees strong adoption rates: around 50% of all in-store transactions include a loyalty element. Roughly 75% of total business is done through direct channels, with just 25% coming through third-party platforms.
Loyalty also plays a key role in the brand’s catering business, which represents about 7–8% of overall sales. Through a partnership with Paytronix, OCS offers a catering rewards program—guests who spend $1,000 per quarter earn 10% back via a Visa gift card. Online catering orders, powered by Olo, can be placed through the website or app.
“It’s been very successful in terms of attracting catering guests,” Morgan said.
Tech-Enabled Training
With staff retention a chronic industry challenge, Original ChopShop realizes the essential role effective staff training plays in onboarding and retaining employees. The team partnered with Opus to deliver video-based digital training, helping onboard employees efficiently while reinforcing consistency.
In hindsight, Morgan and his team could see that the training at Zoes Kitchen could have been improved. “We’ve made a point here (at Original ChopShop) to put training at the forefront,” he said.
The results speak for themselves: GMs have a tenure of 4+ years. AGMs have a tenure of 2.5 years. And the top hourly people, about a third of the workforce at each store, average 2.5 years.
“We found a way to keep people engaged, keep people here, and it’s been pretty fantastic,” Morgan said.
