Chopstix, the UK’s largest Chinese-inspired QSR, has promoted Elio Elia to marketing director as the fast-growing brand continues to strengthen its leadership team and accelerate its growth ambitions.
Elia’s promotion comes after 11 years with Chopstix having played a significant role in the development and growth of the business across his tenure. Having initially joined the company in supply chain and procurement, he helped establish a strong operational platform to support the brand’s expanding restaurant estate.
More recently, as commercial director, Elia has led the brand’s product strategy, licensing partnerships and innovation agenda, helping to strengthen the customer proposition and drive significant commercial growth.
In his new role, Elio will lead the business’ marketing, commercial and innovation strategy, integrating these critical business functions to facilitate further brand and commercial growth at a time when Chopstix is rapidly expanding its footprint in the UK and across mainland Europe.
As well as driving the brand and commercial agenda for Chopstix, Elio Elia will work closely with teams across QSRP, supporting the group’s local and international ambitions while sharing best practice across markets.
Jon Lake, managing director of Chopstix, said: “Elio has been an integral part of the Chopstix journey for more than a decade, and his promotion to Marketing Director is thoroughly deserved. He has developed an exceptional understanding of the business, our customers and what makes the Chopstix brand special, while demonstrating a strong commercial instinct and an ability to deliver results in every role he’s held.
As we enter the next phase of our development, bringing brand, food innovation and commercial departments closer together will be incredibly valuable. Elio is ideally placed to lead this programme and I’m looking forward to seeing him take on this new challenge.”
Elio Elia, marketing director at Chopstix, added: “I’m incredibly proud to be taking on the role of Marketing Director, and driving forward our brand and commercial ambitions at such an exciting time for the business. I’ve had the privilege of being part of the business for 11 years and have seen first-hand how far the brand has come, from its early days to the fast-growing, multi-market QSR business it is today.
As we expand into new markets and new channels with our retail range, it’s never been a better time to drive brand development and I’m excited to help even more fans fall in love the bold Chinese flavours Chopstix is renowned for.”
Elia’s promotion reflects Chopstix’s continued commitment to developing its people and nurturing talent from within the business, creating opportunities for colleagues to take on new responsibilities and progress into leadership roles.
With over 170 stores, the Chopstix Group has seen rapid growth over the past 12 months, in the UK and now France, having launched its debut site on the continent earlier this year.
Chopstix was established in Camden Market in 2002 by entrepreneurs Sam Elia and Menashe Sadik, who remain involved with the business on a day-to-day basis. The Chopstix Group has undergone a busy period of brand development and expansion as Chopstix sets its sights on becoming the largest Asian QSR company on the continent.
