Expansion planned for Choppaluna

Hero Brands is eyeing two more sites in London for its Choppaluna healthy fast-food concept, with a further 60 franchise units in the pipeline for across the UK.

The brand opened its first flagship UK restaurant in October 2020 in London’s Bloomsbury, followed by a site in Berlin last month, with further growth and franchise recruitment planned over the next year.

Choppaluna currently offers takeaway, click and collect and delivery through Deliveroo, Just Eat and Uber Eats. The London restaurant will open for dine-in when government restrictions allow.

Co-founder and chief executive of Choppaluna Nikras Agha, who conceived the idea in Berlin with Bijan Azadfard, said he wanted the brand to be the top healthy eating spot for the whole of London.

He said: “Following the launch of our first flagship store in Bloomsbury we opened a further site in Berlin early this year and are currently looking at two other sites in London. The opportunity is truly resonating with our franchise network within the Hero Brands group. We have sold another 60 franchise units across the UK in just six months of opening and we will continue to explore opportunities for growth throughout the country.”

Athif Sarwar, chief executive of Hero Brands, which is also behind German Doner Kebab brand, said: “Hero Brands is responding to emerging consumer trends and focused on growing the brands of the future.

“Eating-out is changing and younger consumers are demanding a shorter dwell time, great-tasting healthier food and an aspirational experience that is shareable on their social channels.

“Choppaluna responds to this trend and we are working very closely with Nikras and the team to continue to develop the brand and a proposition that truly disrupts the healthy eating space, like we are seeing in Bloomsbury.

“We are excited to see the early success of the first flagship restaurant and will continue to bring Choppaluna unrivalled industry expertise and backing to truly grow the brand throughout the UK and global regions.”