Yoshinoya America, Inc., a quick-service restaurant chain with franchises in California and Nevada, opened its second Asiana Grill Yoshinoya store in Los Angeles on August 4, 2012. 

Executive Vice President Manuel Villarreal says, “We experienced great success launching our first Asiana Grill Yoshinoya in Fullerton last May, and we are excited to expand the new concept to Los Angeles. Customers in Fullerton love Asiana Grill Yoshinoya’s fast-casual dining, which centers on the customer, combining a rich selection of menu styles, sauces, proteins, and sides to create the perfect blend of Asian flavors.

“With the new store’s proximity to the University of Southern California, a prime location, we expect continued success with this second opening,” he says.

Asiana Grill Yoshinoya customers experience a blast of exotic Asian flavors put together the way they like it. This create-your-own menu concept is a departure from the meal-in-a-bowl service for which Yoshinoya is famous.  

Depending on the protein choice selected by the customer, dishes are prepared fast and fresh before their eyes, either teppanyaki style or yakitori style. Cooked fresh on the grill in an exhibition-style open kitchen, Asiana Grill Yoshinoya’s dishes are nutritious, healthy, and low in fat.

Customers choose their meal to be served on a plate, as a soup, a salad, or on a bun. Yoshinoya has created several unique Asian sauces exclusively for Asiana Grill Yoshinoya. The sauces add a rich, distinct flavor to each dish, which customers will savor in every bite.

The signature Beef Bowl, a Yoshinoya customer favorite, has joined the Asiana Grill Yoshinoya menu. 

“In opening our second store near the USC campus, Yoshinoya is expanding the brand and reaching new markets,” Villarreal says. “We look forward to launching several more restaurants in the coming months and by 2013, we expect to make Asiana Grill Yoshinoya available for franchising.”

Denise Lee Yohn: QSR's Marketing Guru, Growth, News, Asiana Grill Yoshinoya