Industry News | January 2, 2014

Wok Box Fresh Asian Kitchen Set to Sizzle in U.S.

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Wok Box Fresh Asian Kitchen is set to continue expansion into the U.S. Having already developed the majority of major centers in Canada over the past five years, the Vancouver-based concept is entering several select U.S. markets. With stores already open in Arizona and Oregon and several others under various stages of development in Florida and Texas, company plans call for adding 10 new U.S. restaurants in 2014, and having a total of 100 operating stores in the next few years.

“Our strong track record in Canada has given us the catalyst we needed to start opening stores in the United States,” says CEO Lawrence Eade, adding that the company’s U.S. expansion came after 18 months of extensive research and planning. “This is just the beginning of what we’re expecting to be a rapid growth in the marketplace. The U.S. customer is demanding our product and we are going to deliver.”

Wok Box specializes in wok-cooked Asian cuisine, offering simple but extensive menu options influenced by the flavors of 10 Asian regions, including Thailand, Malaysia, Mongolia, Singapore, Korea, China, Japan, India, Cambodia, and Vietnam. Wok Box’s main meals consist of stir fry noodle boxes, rice boxes, and curry boxes—more than one million of which were sold in 2013—plus Naan-Wich and Bahn Mi sandwiches. Many dishes can be made vegetarian, vegan, or wheat-free.

“We’re totally different than anything else in the U.S. quick service segment, providing eager eaters with a craving for Asian-inspired meals a variety of multi-faceted flavors under one roof,” Eade says. “We’re not just Japanese; we’re not Chinese; we’re not Thai. We’re the best of all those countries. And then some.”