Premier Retail

Freshly Chopped

Freshly Chopped
Written by Roma Publications

Freshly Chopped

Freshly Chopped was established by Brian Lee and Andy Chen in Ireland in 2012. The pair had spotted a gap in the market to supply a nutritious food option for people wanting to live a healthy lifestyle on the go.

Since the first Freshly Chopped store opened in Dublin in May 2012, the brand has expanded both domestically and internationally. It currently operates more than 50 outlets in Ireland and Cyprus. In addition, Freshly Chopped will arrive in mainland Britain by the end of 2018 when it launches a site in Manchester.

A key part of Freshly Chopped’s growth has been its relationship with design partner Millimetre Design. Having a strong brand identity and creating impactful retail environments has always been a staple of the Freshly Chopped brand. Millimetre was instrumental in helping launch the Freshly Chopped franchise model in February 2016.

One of the most recent collaborations between the two was unveiled in March this year. Located at Unit 18, Smithfield Plaza, Dublin, Chopped 2.0 is the latest evolution of the brand. Smithfield is an area of Dublin that has seen significant change in recent years with a number of retailers and business making it their home. It was therefore identified as an ideal spot to debut this new look.

Freshly Chopped’s vision was to create a ‘must stop’ breakfast, lunch, dinner and coffee venue. It needed to appeal to a variety of demographics throughout a typical day. In addition to an enhanced food and drink offering, Freshly Chopped 2.0 was also to be a space in which customers could relax and even use as a casual work hub.

The end result created by Millimetre Design is a flexible environment that builds on Freshly Chopped’s founding principles.

The entrance to Chopped 2.0 is marked by the classic Freshly Chopped salad counter. New additions include a dynamic Grab & Go retail offer and deli, including a wider range of food products. The Grab & Go has been enhanced visually though the use of timber cladding and an oversized plant display. The greenery was introduced to help accentuate the ‘fresh’ ethos of the brand as well as helping to inform customers of the new wider food offer. A standalone, barista style coffee dock serving organic Fairtrade coffee has been installed to cater to the ‘on the go’ audience.

A mixture of internal seating is both playful and functional, influenced by the ‘eat, work, chill’ concept. The range of seating includes high stools, industrial trollies, comfortable sofas and armchairs, as well as traditional dining tables and chairs. Furthermore, a picnic area and bean bag lounge can be found in the Greenhouse concept.

Chopped 2.0 is also home to a number of technical advancements and firsts for the brand. This includes digital screen menu displays, controlled lighting and an audio system. This helps provide greater flexibility than previous stores and allows a more ‘all day’ concept to emerge.

The success of Chopped 2.0 is highlighted by the fact it is now being rolled out to all new medium and large Freshly Chopped stores. Customers in the UK will have the first chance to sample the Chopped experience when the Manchester outlet opens in time for 2019. To find out more about Freshly Chopped, please visit

Freshly Chopped

Millimetre Design

Dublin-based Millimetre Design is a leading interior architecture, design and branding studio. The company works across a broad range of sectors, including food, retail, hospitality, leisure, education and health. To view more projects from Millimetre Design, please visit


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