By Heather Taylor, Editor-in-Chief, PopIcon
If you love the Mediterranean fast casual chain Cava and consider yourself chronically online, you probably have some familiarity with their mascot, Peter Chip.
Born on March 29 — that’s National Pita Day, of course — Peter made his debut on social media with an Instagram takeover that kicked off on March 24. He’s a little pita chip boasting googly eyes and a crispy exterior along with a big personality. Peter is an Aries who likes dairy (even though it doesn’t like him) and describes himself as being “healed” by Cava’s popular crazy feta dip. Naturally, he was an instant hit with Cava’s fanbase. They ate him up (no crumbs).
We’ve seen many brand mascots debut on social media platforms and enjoy healthy lifespans therein. What came next however, was unexpected zigging where other mascots might zag. On August 5, Cava teased a “secret” on Instagram with photos of various new pita chip characters all of which appeared to be plush. The next day came a formal announcement of the Hot Harissa Meal. Cava customers would receive one of four blind-bagged pita chip plushies — made up of Peter Chip and three newcomers Garlic Gus, Jimmy Harissa or Sweet Sammy — with the purchase of the Harissa Avocado Bowl. Each plushie was designed by Thaddeus Coates, a former Cava team member, and came with a keychain for proudly dangling on bags, as Cava’s answer to the wildly popular Labubu craze.
There’s a lot here to digest from Peter Chip’s creation to his pivot into a plushie and the speedy introduction of three more pita chip characters into the Cava roster. Did we mention this all happened in less than a span of a year? We spoke to Andy Rebhun, CAVA’s Chief Experience Officer, to find out how Cava got into the mascot game, saw an opportunity to turn their fledging character into a keepsake, and Peter Chip’s exciting future.
What inspired Cava to make a pita chip mascot?
We wanted to create a brand character that would personify and connect our brand with our guests, and what represents CAVA better than our fan-favorite pita chips? We chose to introduce him to the world on National Pita Day, AKA Peter’s birthday (March 29), and he’s been making people laugh and drawing in new CAVA fans ever since.
How would you describe the mascot’s personality?
Peter is the definition of wholesome. As an Aries, he loves a good celebration, which is why we wanted to go big for his birthday this year. True to who he is, Peter found a way to turn the spotlight outward – sharing complimentary pita chips with CAVA guests as a simple act of kindness on his special day.
Peter’s design is about as easy as they come: a literal pita chip. Did you know you always wanted Peter to have such a simple design or were there any other directions you considered taking the character into?
Peter was designed to look as true-to-life as possible, built entirely from real CAVA pita chips to give him his unique shape. Since our pita chips are already so beloved, we kept his design simple.
We also wanted to ensure Peter’s character and look had the opportunity to grow in the future. Thaddeus Coates (Hippy Potter), a NYC creator and former CAVA team member, was able to transform Peter’s character to bring him and his friends to life to create the-one-of-a-kind Pita Chip plushies.
This is a great shift into the plushie discussion. I would love to know why you decided to take Peter into plushie merch. Would you say Cava was piggybacking a bit off the Labubu craze?
We noticed the growing popularity of Labubus, collectibles, and blind bags, and saw an opportunity to join the trend in a way that felt uniquely CAVA. Peter has become an important part of our brand, so creating a keepsake was a natural way for customers to celebrate his fun-loving spirit while taking part in a cultural moment.
Hippy Potter was the perfect partner to help bring this idea to life. He transformed our pita chips into bold, lovable plushie personalities that feel fun, nostalgic and worthy of a spot on your bag or shelf. His journey with CAVA, from team member in high school to creative collaborator today, makes this project feel even more full circle.
Are Jimmy, Sammy, and Gus also part of the Cava mascot universe? Will we continue to see them online outside of their plushies?
Jimmy, Sammy, and Gus are full of personality, designed to celebrate the bold, craveable flavors that make CAVA’s pita chips fan-favorites. There’s Garlic Gus, Peter’s gregarious uncle and the embodiment of the Garlic Ranch Pita Chip; Jimmy Harissa, Peter’s spicy best bud representing Hot Harissa Pita Chips, and Sweet Sammy, Peter’s sweet sister teasing a forthcoming flavor.
You can expect to see more from Peter and his delicious friends and family on our social media pages and incorporated into various brand moments.
Are there plans to feature Peter in more traditional media, like TV commercials?
Before the launch of the Hot Harissa Meal, Peter only lived on our social media channels. Since then, he’s made his way into CAVA fans’ homes (and bags). Peter has plenty of plans up his ‘sleeves’ so keep an eye on our social channels to see where he pops up next.
What else is coming up next for Peter Chip, and Cava, in 2025?
Peter’s continuing to help us share the Hot Harissa Meal across our restaurants and loves all the attention he’s getting with the blind bags. We can even share that the plushies in the Hot Harissa Meal flew off the shelves, so much so that there will be more coming to restaurants. Peter’s also planning on introducing his sister, Sweet Sammy, to CAVA fans this fall. Our pita chips continue to establish themselves as a dynamic platform for bold flavor innovation, pairing seamlessly with enhancements to our loyalty ecosystem.
Our launch of Chicken Shawarma is approaching fast and set to debut this September as a limited time offering across all CAVA restaurants. We’re also preparing for the next chapter of CAVA Rewards later this year—a tiered program that celebrates our most passionate guests and drives deeper engagement by aligning rewards with what matters most to them.
Image Credits: Cava
About the Author
Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week’s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at howveryheather@gmail.com.
