Chopstix shuffles senior management ahead of ‘ambitious market push’

Restaurant chain Chopstix has announced a senior staff reshuffle as it looks to execute an ambitious expansion plan in 2018.

The 75-strong restaurant group has announced that it has promoted Max Hilton Jenvey to the newly-created post of global head of franchise with immediate effect.

Jenvey joined Chopstix in 2015, with over 30 years’ worth of experience within the industry, as chief operating officer when the business operated 24 units.

Jenvey has worked alongside Chopstix’s founders Sam Elia and Menashe Sadik over the last two and a half years and has been instrumental in re-engineering and developing the accessible brand. Chopstix

During his tenure, the brand has tripled its outlet count and now operates out of 75 locations.

With UK expansion plans securely in place for the next 18 months, the brand is turning its attention overseas and has instated Jenvey to oversee this business move.

Elia said: “Max has played a key role in establishing Chopstix across the UK, both in terms of company owned sites, and also securing and supporting our increasing base of franchise partners. As we look to introduce the brand overseas, there is no one better qualified than Max to spearhead our ambitious strategy.”

Sadik added: “Over the course of the past year he has been actively working with us on our international strategy and has already generated an enormous amount of interest from international operators.”

Jenvey concluded: “As a brand, Chopstix has come an immensely long way in a relatively short time, because it is a well-organised and managed business with a clearly defined long-term strategy.

“Developing the brand internationally has always been an objective, so now that Chopstix is thriving in the UK, the time is right to embark upon the next phase of our growth. Given the undoubted global appeal of Oriental food, we hope to be announcing new relationships with international partners for Chopstix in the near future.”

Details of further appointments at Chopstix will be announced early in 2018.

Last month it was announced that the foodservice group had completed its first ever acquisition.

The group purchased the popular Yangtze chain of restaurants from Wok Ltd for an undisclosed sum, in a deal backed by Metro Bank.

Yangtze, which launched in 2006 and employs 70 staff, operates nine premium, quick service Chinese restaurants across the UK and Ireland.

As a result of the acquisition, the Chopstix Group is now active within 35 shopping and retail hubs across the country.

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