New Menu Items Drive Evening Traffic Original ChopShop is doubling down on dinner service this fall with a new bowl, seasonal beverage, and loyalty incentive designed to increase repeat visits beyond the lunch daypart. Beginning Sept. 1, the fast-casual chain is introducing the Spicy Hawaiian Chicken Bowl, combining jasmine rice, house greens, piña pico, spicy Hawaiian sauce, avocado, and sesame seeds. The bowl is fully customizable, allowing guests to swap proteins and adjust bases to their preferences. Accompanying the new bowl is the Cherry Apple Lemonade, available for $1 (16 ounces) exclusively through the Original ChopShop app for Chops Loyalty members.
Feel Good Nights Campaign Runs Through Early November The centerpiece of the dinner strategy is Feel Good Nights, a loyalty program running Sept. 1 through Nov. 2. Chops Loyalty members who complete two dinner visits within 14 days—purchasing any bowl, salad, or sandwich after 3 p.m.—earn a $10 off dinner reward. CEO Jason Morgan said: "At ChopShop, we've always been proud to be a go-to lunch destination, but we're excited to remind guests that we're here for dinner, too. With a variety of bowls, salads and sandwiches, plus convenient pickup and delivery options, we make it easy to enjoy Feel Good Food after work, after school or whenever a busy day calls for dinner on the go." The initiative targets back-to-school season, positioning ChopShop as a time-saving dinner option for busy households.
Why It Matters
Daypart expansion remains a critical growth lever for fast-casual chains.
Original ChopShop's loyalty-driven approach to dinner—combining behavioral incentives with new product—follows proven playbook in the segment. With 29 locations across six markets (Phoenix, Dallas-Fort Worth, Houston, College Station, Tucson, and Atlanta), the chain is testing whether customizable salads, bowls, and sandwiches can capture evening occasions currently dominated by pizza, delivery-first, and quick-service competitors.
For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.
Written by FBM Publications Editors
