Chopt Expands Partnership With Makeable, Naming It ‘Innovation Agency of Record’

By Lindsay Rittenhouse 

Chopt Creative Salad Co. has expanded its project-based partnership with Makeable, naming the New York shop its “innovation agency of record” to handle all digital responsibilities plus products and services, creative marketing, promotions, design, social and communications.

Makeable’s first project under the designation will be to develop a new creative platform for all of Chopt’s marketing efforts.

According to the agency, Makeable has been collaborating with Chopt for several years, namely by developing digital products for the company. The agency also launched a new website for Chopt in 2017. The AOR appointment comes as the operator of currently 57 fast-casual restaurants in New York, Washington, D.C., Maryland, New Jersey, Virginia and North Carolina plans to expand.


“Makeable is a part of the team, not simply an agency we work with,” said Chopt Creative Salad Co. CEO Nick Marsh. “We plan, ideate and strategize together … and they have built us awesome digital products that are driving significant growth. Now we’re looking to expand and embrace all of what they can do for our brand and marketing efforts.”

Makeable is also currently developing a group ordering platform, a corporate group ordering and drop-off platform, and an in-store mobile platform for Chopt.

“It’s very fulfilling to work with the team at Chopt who deeply embraces our unique approach to innovation and how it can help drive growth for the company,” said Michael Kantrow, founder and CEO of Makeable. “When they wanted more Makeable in more parts of their business, we said sign us up. We’re always hungry for more Chopt.”

According to Kantar Media, Chopt spent $14,000 on measured media in the U.S. during the first half of 2018. Neither the company’s full-year spend for last year or 2017 was available.