Chopstix Appoints WPP Media for Expansion Strategy
Noodle bar brand selects Mindshare to lead media planning across its UK and French markets.
Updated on Oct. 22, 2026 in Dining Out
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Chopstix has appointed WPP Media to oversee its media planning and buying strategy as the brand continues to expand its international footprint. The partnership with agency Mindshare aims to drive demand across the company's network of more than 150 noodle bars.
Why it matters
The collaboration is designed to support both new and existing locations by utilizing geo-targeted media planning to increase customer demand. This strategic shift serves to underpin the brand's long-term growth objectives as it pushes further into France and the UK.
Founded in 2002, the noodle bar chain currently maintains a network of more than 150 locations. The new agency remit covers localized media investment across both new and existing storefronts.
The players
Chopstix
This is a restaurant brand that specializes in quick-service noodle dishes.
WPP Media
This is a global media investment and management organization that handles large-scale advertising and planning accounts.
Mindshare
This is the media agency under WPP that has been selected to lead the account for the restaurant chain.
Sam Elia
He is one of the original founders of the Chopstix brand.
Menashe Sadik
He is one of the original founders of the Chopstix brand.
The details
The agency will utilize audience data and insights to tailor marketing activities to individual site locations through geo-targeted planning. As the partnership progresses, the teams plan to explore new media channels and potential broader brand campaigns to support expansion.
Timeline
Chopstix was founded in 2002.
The appointment was announced on October 22, 2026.
Culture Shift
This move reflects the broader retail shift toward hyper-local marketing strategies powered by granular audience data. It highlights how growing chains are increasingly moving away from generalized advertising to favor location-specific investment patterns.
Customers in the UK and France may notice more targeted marketing and promotional activity near their local restaurants as the brand deploys new media strategies. This may lead to increased awareness of store openings and localized special offers at nearby noodle bars.
The takeaway
Companies expanding their physical footprint often pivot to data-driven media strategies to ensure consistent customer traffic at new locations. Consumers can expect marketing efforts to become increasingly localized as global brands leverage tech to reach nearby diners.
Further reading
Find more industry updates in the Dining Out section.
Source note: This article includes information reported by Decisionmarketing.
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