The saying goes that history repeats itself. That might be the case today in the limited-service restaurant industry, as one of the world’s oldest foods, street food, has again risen to prominence in the U.S., with everything from Vietnamese banh mi sandwiches to Italian piadas finding success among American consumers.
Asian Box—the lifestyle brand from executive chef Grace Nguyen, culinary director Chad Newton, and fast-casual innovator and CEO, Frank Klein—opened this week in San Francisco. Located at 170 O’Farrell St. within Macy’s Marketplace at Union Square, Asian Box offers a customizable and health-conscious menu. This is the third location for the expanding lifestyle brand, which originally debuted in Palo Alto, California, in 2012 and later that same year in Mountain View, California. The team will open additional locations in Los Angeles by the end of the year.
In the search for an alcoholic beverage program to boost its influence with Millennials, Asian street food brand Asian Box stumbled upon an option that goes beyond the typical beer and wine selections: hard cider.
Although most restaurants will change ingredients in an entrée to meet a guest’s request, a growing number of pizza and ethnic eateries are letting diners build their own menu items from scratch.
“It’s a system that delicatessens and street-food vendors worldwide have used for years. For many consumers, the concept of having restaurant staff assemble fresh, high-quality food in front of you to your design has great appeal,” says Darren Tristano, executive vice president of Chicago-based market research firm Technomic Inc.
Asian Box business partners Frank Klein, Grace Nguyen, and Chad Newton announce plans to open a new location of their fast-casual restaurant in San Francisco later this summer, taking over the former Wolfgang Puck space in Macy’s Marketplace at Union Square. Asian Box debuted in the Silicon Valley in 2012 – first in Palo Alto and later in Mountain View. The team plans to expand outside of Northern California, launching three more locations outside of the Bay Area by 2014.
Great news for Asian Street Dust and HotBoxIt sauce lovers – Asian Box is now available in Mountain View, California. An innovative lifestyle brand that bridges the gap between fast-casual and neighborhood restaurant, Asian Box opened a second location at 142 Castro Street in late December 2012 with a limited menu and hours. Mountain View residents can now enjoy the full Asian Box menu and regular hours every day from 11 a.m. to 9 p.m.
Asian Box announced the opening of its second and third locations in Mountain View and Burlingame, California.
Joining the Asian Box flagship in Palo Alto, California, Mountain View will open on Friday, December 7, 2012, and Burlingame will open on Saturday, March 2, 2013.
Following the brand’s tradition for store openings, a portion of each Box sold during opening weekend will benefit veteran charities as part of Asian Box’s Box of Life charitable giving.
Asian Box announces plans for two additional locations in the Bay Area in California, debuting in Mountain View this fall and Burlingame in early 2013. The fast-casual restaurant opened in spring 2012, bringing an authentic and fresh approach to the Asian street stall experience to Palo Alto’s Town & Country Village.
Guests will soon know the answer to the question “What’s in Your Box?” when San Francisco’s FK Restaurants & Hospitality debuts its Asian Box concept in Palo Alto, California, on Friday at 5 p.m.
Inspired by Asian street food carts, Asian Box will showcase traditional cooking methods and recipes made with fresh and local ingredients. Under the direction of Executive Chef Grace Nguyen—formerly of Charles Phan’s acclaimed Slanted Door and Out The Door—Asian Box will fuse Western locavore cuisine with the colorful, flavorful foods found throughout Southeast Asia.
Guests will soon know the answer to the question “What’s in Your Box?” when San Francisco’s FK Restaurants & Hospitality debuts its innovative Asian Box concept in Palo Alto, California, in February 2012.
Inspired by Asian street food carts, Asian Box will showcase traditional cooking methods and recipes made with fresh and local ingredients.