1. Healthcare

January 2015
CREATIVE CONCEPTS
❷
NEWS IN BRIEF
❸
BIBIBOP ASIAN GRILL
❻
BIBIGO
❽
BONMI
❿
XI’AN FAMOUS FOODS
⓬
WHERE ARE THEY ConcepTrac
NOW?
⓮
TM
CREATIVE CONCEPTS
Asian Exploration: Operators Offer New Asian Options
By Darren Tristano, Executive Vice President
Prior to the start of 2015, Technomic released its annual list of 10 trends to watch
for this year, among them “There’s something about Asia.” Thanks to chains such
as Panda Express and Benihana, Asian fare has become increasingly mainstream.
But a new wave of Asian concepts is exposing customers to Asian cuisine beyond
sushi and orange chicken. The four concepts profiled in this issue—Bibibop Asian
Grill, Bibigo, BONMi and Xi’an Famous Foods—specialize in dishes such as
Korean-style bibimbap, Vietnamese bánh mì sandwiches and biángbiáng noodles
from China’s Shaanxi province.
These concepts spotlight secret family recipes and traditional ingredients to
establish a level of authenticity and appeal to those seeking ethnic fare, while also
highlighting American-friendly elements to make their restaurants approachable
to a variety of customers. For example, most of our profiled chains are fast-casual
concepts that use an assembly line-style ordering system; this not only allows
patrons to customize their meals according to their flavor preferences, but also
helps take away the mystery behind these dishes, allowing diners to see all the
ingredients and preparation behind the meals. These Asian chains also attract
health seekers by straying away from heavy sauces and fried items in favor of
better-for-you ingredients like grilled proteins, steamed rice and herbs and spices.
From my perspective, we will see more concepts specializing in lesser-known
Asian cuisines, including Korean and Vietnamese. Many customers, particularly
Millennials, are more adventurous eaters and will seek out these Asian concepts
for new flavors and menu items. For the next wave of Asian chains to succeed,
establishing authenticity is crucial, but so is creating transparency. Both of these
can be accomplished by telling the story—operators should explain their history
and cuisine, making sure to point out ties to Asia, (do they use traditional Korean
recipes? Are the owners from Vietnam?) as well as include information on
sourcing and the quality of their ingredients.
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NEWS IN BRIEF
100 Montaditos launched a unit in Washington, DC.
The site opened in the city’s The Yards development
in the Navy Yard area. The fast-casual chain operates
nearly 20 locations in the U.S., primarily in Florida.
(Eater Washington DC 12/3/14)
Amsterdam Falafelshop opened a Washington, DC,
location. The unit is located in the South Food Court
in the L’Enfant Plaza Underground Promenade.
Amsterdam Falafelshop, a fast-casual chain
specializing in falafel dishes, operates five other sites
in the market. (Eater Washington DC 12/3/14)
Arooga’s Grille House & Sports Bar, a casual-dining
Pennsylvania chain, plans to enter Illinois and Arizona.
The concept signed an agreement with WingDoctor
LLC to launch a minimum of three locations by 2018.
The company aims to open a site in Chicago as early
as this summer, followed by locations in the
Phoenix/Scottsdale area by 2017. Arooga’s also has
15 sites in development for New England that are
slated to launch over the next five years. The chain
currently operates nine corporate-owned sites in
Pennsylvania and plans to open its 10th location in
February. (RestaurantNews.com 12/4/14)
Southern fare, opened a unit in Atlanta at Lenox
Square mall. The concept operates three other
locations in Atlanta. (Eater Atlanta 12/4/14)
BGR The Burger Joint is set to launch a unit in
Germantown, MD. The fast-casual burger chain also
has a unit in the pipeline for Annapolis, MD. BGR The
Burger Joint currently operates 17 locations in the
South and Mid-Atlantic. (Facebook 12/9/14; Company
Website 12/9/14)
Bowl of Heaven signed a multi-unit franchise deal for
the San Diego market. The fast-casual, health-minded
chain—known for its açaí bowls, smoothies and
juices—plans to open its first San Diego site in mid2015. It’s targeting locations in San Diego
communities such as Carmel Valley and Scripps
Ranch. Bowl of Heaven operates five California
locations and one Idaho site, with units in the
pipeline for California, Nevada and Utah.
(FastCasual.com 12/2/14; Company Website
12/19/14)
California Tortilla is launching a Pennsylvania
location. The chain is opening a unit in downtown
State College near the Penn State University campus.
California Tortilla held a soft opening on December 8
and plans to hold a grand opening January 22. That
day, the restaurant will offer free burritos and drinks
to all customers and award a year’s worth of free
burritos to the first 20 patrons. The fast-casual
Mexican chain operates more than 40 units in seven
states and Washington, DC. (Onward State 12/4/14)
Aurelio’s Pizza plans to debut a unit in Arlington
Heights, IL. The site, slated to open in early 2015, will
mark the chain’s first location in Chicago’s
northwestern suburbs; Aurelio’s current sites are in
Chicago, the city’s southern and western suburbs and
northwestern Indiana. The Arlington Heights
restaurant will measure 5,100 square feet and offer
seating for 183 patrons along with an additional 25
customers at a seasonal outdoor patio. (Daily Herald
Online 12/3/14)
Coconut’s Fish Cafe, a Hawaii-based, fast-casual
seafood chain, plans to expand in the mainland in
2015. The chain is targeting the South and West
Coast regions. Coconut’s Fish Cafe recently signed a
multi-unit franchise agreement with a Texas operator,
who opened a site in Dallas in December and plans to
open seven additional units between Dallas and
Austin over the next 24 months. The chain also
received approval to franchise in California and plans
to open units along the California coast this year.
Coconut’s currently operates one unit each in Hawaii,
Arizona and Texas. (FastCasual.com 12/3/14;
Company Website 12/8/14; Eater Dallas 12/17/14)
Bantam + Biddy, a casual-dining chain specializing in
all-natural rotisserie chicken and better-for-you
Cowboy Chicken signed a multi-unit franchise
agreement for Alabama. The agreement calls for five
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locations in and around Birmingham, Tuscaloosa and
Huntsville, starting with a site in the Birmingham
suburb of Hoover. Cowboy Chicken, a casual-dining
chain specializing in rotisserie chicken, has about a
dozen units in Texas. (FastCasual.com 12/2/14)
the ground floor along with a rooftop bar and
restaurant. (Eater Chicago 12/9/14)
Cups Frozen Yogurt – That’s Hot is entering Texas.
The quick-service frozen-yogurt chain signed a
franchise agreement to open several locations
throughout Houston, with the first site slated to
launch in the spring. Cups operates about 25 units in
California, Florida, New Jersey and New York. (Eater
Houston 12/8/14; Company Website 12/9/14)
Fresh To Order opened a unit in Knoxville, TN, near
the University of Tennessee campus. The fast-casual,
health-minded chain plans to open four to six
additional sites in Knoxville and Nashville. It currently
operates three units in the state along with 12
locations in North Carolina, South Carolina, Georgia
and Florida. (Franchising.com 12/9/14)
Glazed & Infused, a quick-service doughnut chain,
plans to open its sixth Chicago location in the spring.
The site will open in the city’s downtown Loop area
and will be the chain’s largest location yet, measuring
1,000 square feet. It is set to open in the lobby of a
downtown building and will feature a lounge area, full
coffee bar and charging stations. Glazed & Infused is
also considering opening a unit next year in the city’s
Andersonville neighborhood. (Eater Chicago 12/2/14)
Good Times Burgers & Frozen Custard debuted a
new unit design. The chain's newest restaurant in
Highlands Ranch, CO, features a more upscale look
with whitewashed barn wood, stained concrete
floors, industrial metals and lighting, and natural
woods. The chain plans to feature the new design in
remodels and future locations. (QSRWeb.com
12/2/14)
Great Wraps plans to open sites in Texas and
Oklahoma. The fast-casual Atlanta-based chain signed
a franchisee deal to open units in the Dallas-Fort
Worth area and in Oklahoma City, marking its first
restaurant in Oklahoma. Great Wraps operates more
than 80 restaurants in 18 states. (Bizjournals.com
12/18/14)
GRK Greek Kitchen, a Chicago-based fast-casual
concept, launched its third location in Chicago. The
chain plans to open its fourth site, also in downtown
Chicago, in the spring. That unit will feature GRK’s
typical build-your-own Greek fare on
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Harold’s Chicken Shack opened a site in Lansing, IL.
The restaurant is one of the chain’s newer franchised
units; Harold’s is currently moving away from licensed
agreements. (Chicago Tribune Online 12/1/14)
Ippudo, a Japanese ramen chain with two U.S.
locations in New York City, is receiving an investment
of as much as 2 billion yen (about $16.9 million USD)
to expand in the U.S. and Europe. The investment is
coming from the Cool Japan Fund, financed primarily
by the Japanese government to promote Japanese
culture overseas. Ippudo plans to add side dishes and
sake to the menu at its U.S. locations to create a
more relaxed atmosphere where patrons would feel
comfortable lingering after finishing their ramen.
(Eater 12/8/14; Company Website 12/9/14)
M Burger, a fast-casual burger chain, launched a unit
in Chicago suburb Skokie, IL, marking its first location
outside of the city. The drive-thru restaurant—
another first for the chain—features a sundae bar
along with M Burger’s traditional menu of burgers,
fries and shakes. M Burger, a Lettuce Entertain You
Enterprises concept, operates four other locations, all
in downtown Chicago. (Eater Chicago 12/1/14)
The Original Gino’s East of Chicago opened its first
Texas site. The restaurant, located in The Woodlands,
serves the concept’s signature deep-dish pizza along
with several items exclusive to that location, including
a deep-dish barbecue brisket pizza and deep-dish
nachos. Texas craft beer is also available. Gino’s East
plans to open its second Texas location in January,
followed by sites in San Antonio, Dallas and Fort
Worth. In addition to the Texas location, Gino’s East
operates nine units in Illinois and one in Wisconsin.
(Chron.com 12/4/14)
Pie Five Pizza is expanding to new markets. The fastcasual pizza chain signed a multi-unit franchise
agreement with Tripod Ventures LLC to open up to 30
4
locations in Colorado, starting in mid-2015 with sites
in the Denver market. Pie Five also plans to open its
first Chicago-area unit in February and its first Twin
Cities location in March. Pie Five, a subsidiary of Pizza
Inn Holdings, operates about 30 sites in 12 states. (PR
Newswire 12/4/14; RestaurantNews.com 12/8/14;
Company Website 12/19/14)
Pieology, a fast-casual pizza chain, launched a site in
Maple Grove, MN. The unit and two others in the
state are operated by Minnesota Vikings offensive
lineman Matt Kalil. In addition to the Minnesota sites,
Pieology operates about 40 units in eight states.
(Facebook 12/9/14; Company Website 12/11/14)
who is also the CEO of Dunkin’ Donuts in Lebanon.
(New York Post Online 12/8/14)
Smallcakes Cupcakery opened a cobranded unit. The
chain’s location in Jacksonville, FL, is its first unit to
include Smallcakes Cupcakery and sister concept
Smallcakes Creamery under one roof. The menu
includes 18 cupcake flavors and 15 cupcake-inspired
ice cream flavors, along with fresh-baked cookies that
can be used for ice cream sandwiches.
(RestaurantNews.com 12/10/14)
Protein Bar opened its fourth Colorado location. The
unit opened December 10 at the city’s 16th Street
Mall. Protein Bar, a fast-casual chain specializing in
energy-boosting dishes such as quinoa bowls and
protein shakes, operates 13 units in the Chicago
market and three sites in Washington, DC, in addition
to its Colorado locations. (Eater Denver 12/8/14;
Company Website 12/8/14)
RedBrick Pizza Cafe debuted a unit in Joplin, MO. The
restaurant, located in Northpark Mall, features
RedBrick Pizza’s new design, which includes wood
paneling, Italian-style architecture and an open-flame
brick pizza oven. The site is the first of several
RedBrick locations set to open in the area over the
next several years. (PizzaMarketplace.com 12/4/14)
Thundercloud Subs debuted its 30th location. The
quick-service sandwich chain opened a unit inside an
H-E-B grocery store in Bee Cave, TX. The restaurant
offers indoor and outdoor seating. ThunderCloud
Subs’ locations are all in Texas. (Eater Austin 12/9/14)
Russo’s New York Pizzeria opened its 20th Houstonarea site. Parent Russo’s Restaurants aims to open 20
to 30 units under the Russo’s New York Pizzeria and
Russo’s Coal Fired Italian brands over the next three
years. Russo’s Restaurants has more than 20
locations in development in the U.S. and
internationally. The company currently operates
about 40 sites under the two brands in six states and
the Middle East. (PR Newswire 12/3/14)
Uncle Maddio’s Pizza Joint launched its first Texas
location. The fast-casual, build-your-own pizza chain
opened a unit in Austin and plans to launch four
additional sites in Texas. Units are slated to open in
Waco and Dallas before the end of 2015. Uncle
Maddio’s operates about 25 locations in 11 states
and has 225 sites in development. (Franchising.com
12/9/14; Company Website 12/11/14)
Semsom, a Lebanon-based fast-casual chain with
about 40 locations in the Middle East, aims to open
200 units in the U.S. by 2020. Semsom is set to open
a flagship unit in New York City early this year,
followed by four additional New York City locations
before the end of 2015. The concept is considering
locations in or near Madison Square Park, the
Garment Center and Times Square. Semsom is
developing a new menu for its New York locations,
but it will include the chain’s standard fare such as
kebabs, shawarma and falafel. Semsom is run by
sisters Carine Assouad and Christine Assouad Sfeir,
Wahlburgers signed multi-unit franchise agreements
for Florida and New York. The fast-casual burger
concept—owned by celebrity brothers Mark and
Donnie Wahlberg and chef Paul Wahlberg—inked a
deal with Davgar Holdings Group LLC to open 20
locations throughout Florida over the next few years.
Wahlburgers also signed an agreement with Big Apple
Burgers to open six units in Manhattan and one site
on Coney Island. The concept currently operates one
unit each in Hingham, MA, and Toronto and has
locations in the pipeline for the Boston market,
Philadelphia and Las Vegas. (PR Newswire 12/4/14)
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Headquarters:
Columbus, OH
Website:
Bibibop.com
Segment:
Fast Casual
Parent:
Gosh Enterprises Inc.
Facebook:
Bibibop Asian Grill
Twitter:
@BiBiBopGrill
Bibibop Asian Grill
Named for the way some Americans pronounce “bibimbap,” Bibibop Asian Grill offers a new take on
Korean fare made with American-friendly ingredients. Patrons are offered a choice of customizable
dishes in a modern setting. The concept—launched by Gosh Enterprises, which operates the Charley’s
Grilled Subs and Charley’s Philly Steak brands—has been growing steadily since its debut in summer 2013
and aims to expand outside of the Columbus, OH, market this year.
BY THE
NUMBERS
*Technomic
estimate
Units
Check Avg.*
AUV (million)*
Founded
4
$9
$1.15
2013
Bibibop Asian Grill boasts a commitment to improving customers’ well-being. This is evident in signage
promoting the concept’s gluten-free grains, fresh-cut vegetables and vegan tofu; posters describing the
health benefits of black beans and green tea; and the tagline “Take Care Always” featured throughout the
restaurant. Additionally, Bibibop publishes its own quarterly magazine, “Well B-Ing,” with articles and
recipes for healthy living. With a better-for-you focus, the concept is a popular spot for those looking for a
fast, healthy meal. Patrons order assembly line-style then retrieve their condiments and beverages at selfserve sauce and drink stations. Adding to Bibibop’s fresh positioning, customers have a view of the open
kitchen and preparation area as they make their way down the ordering line.
Additional Characteristics
•
•
•
•
Inline and endcap units, one mall location
In shopping centers or plazas
Seat 30–60 customers
Seating options including communal tables,
traditional wood tables , window counters and
enclosed booths
• Outdoor seating at select units
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• Industrial décor elements such as floor-toceiling windows, exposed ductwork and wood
flooring
• Tables and counters commonly topped with
vases of flowers
• Dine-in and takeaway services
• Online ordering
6
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Headquarters:
Seoul, South Korea
Website:
US.Bibigo.com
Segment:
Fast Casual/Casual
Dining
Parent:
CJ Foodville Corp.
Facebook:
Bibigo
Twitter:
@BibigoUSA
Bibigo
Bibigo was established by a leading Korean foodservice company, CJ Foodville Corp., to bring healthy,
authentic Korean fare to patrons around the world. The modern concept has locations in five
countries—the U.S., U.K., China, Singapore and Japan—and plans on expanding to 20 countries by 2020.
Currently all U.S. sites are company-owned, but CJ is considering franchising to further grow Bibigo in the
U.S.
BY THE
NUMBERS
*Technomic
estimate
U.S. Units
Check Avg.*
AUV (million)*
Founded
3
$10
$1.05
2010
Bibigo’s service style varies among its U.S. locations; however, the concept identifies as fast casual. The
site in Los Angeles’ Westfield Century City mall is a counter-service unit in a food court; the site in LA’s
Westwood neighborhood features fast-casual service in which customers order at a counter and have
their food delivered to their table; and the Beverly Hills restaurant offers full service. Despite the different
models, each location provides a trendy, contemporary atmosphere. Décor elements include earth tones,
with light-colored walls; light wood paneling, tables and chairs; cement floors; and green signage. Tables
are often topped with vases of flowers, and wall art spotlights Korean ingredients. Meals are served in the
concept’s signature hot stone bowls or real bowls and plates, adding to the upscale experience.
Additional Characteristics
•
•
•
•
Typically seat 65–70 patrons
Outdoor seating available
Food truck that travels around Los Angeles
Assembly line-style ordering at the Westwood
and Westfield Century City locations
• Self-serve condiment station featuring a variety
of proprietary Korean sauces
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• Small bar area serving adult beverages at the
Beverly Hills restaurant
• Signature sauces, spices and frozen items such
as dumplings and won tons can be purchased
online or at select retailers
• Dine-in, takeaway and catering services
• Loyalty program
8
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Headquarters:
Washington, DC
Website:
EatBONMi.com
Segment:
Fast Casual
Parent:
Privately Held
Facebook:
BONMi
Twitter:
@EatBONMi
BONMi
With locations from Utah to Washington, DC, BONMi aims to expose a variety of markets to one of
Vietnam’s most signature dishes—bánh mì sandwiches. The concept specializes in customizable bánh mì
featuring a range of proteins, freshly chopped vegetables and signature sauces, served quickly in a fastcasual setting. BONMi also offers other Vietnamese-style fare, such as noodle and rice bowls, to give
customers a choice of various ethnic options.
BY THE
NUMBERS
*Technomic
estimate
Units
Check Avg.*
AUV (million)*
Founded
3
$11
$1
2011
BONMi has two types of units. Its original location in Washington, DC, is a traditional inline site, while the
chain’s other units operate in university dining areas at San Francisco State University and the University
of Utah in Salt Lake City. BONMi has contract agreements with Compass Group and Sodexo and aims to
continue expanding with them to open additional university sites as well as other units in nontraditional
locations such as airports, hospitals and office buildings. The concept has two more university sites in the
pipeline—Rowan University in Glassboro, NJ, and Fordham University’s Fordham College at Lincoln Center
in New York City—and is also seeking a flagship location in Washington, DC, or New York City. BONMi also
tested a pop-up restaurant at the National Institutes of Health in Bethesda, MD, in December to see if the
location would be suitable for the concept.
Additional Characteristics
•
•
•
•
In areas with heavy foot traffic
1,300–2,000 square feet
Typically seat 20–28 patrons
Décor includes a red and black color scheme,
light woods and photos of Vietnamese farms
and food
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•
•
•
Assembly line-style ordering system
Dine-in, takeaway and catering services
Online ordering
Food truck in DC area; second DC food truck
expected to launch this year
10
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Headquarters:
New York City
Website:
XianFoods.com
Segment:
Quick Service
Parent:
Privately Held
Facebook:
Xi’an Famous Foods
Twitter:
@XianFoods
Xi’an Famous Foods
Xi’an Famous Foods is exposing Americans to a different type of Chinese fare. While many U.S. Chinese
restaurants feature Hunan, Cantonese and Szechuan dishes, Xi’an Famous Foods specializes in authentic
street food from the city of Xi’an, known for its spicy flavors, hand-ripped noodles and lamb “burgers” on
flatbread. The concept attracts not only western Chinese immigrants familiar with Xi’an fare but also
adventurous eaters seeking new dishes and flavors.
BY THE
NUMBERS
*Technomic
estimate
Units
Check Avg.*
AUV (thousand)*
Founded
8
$8
$900
2005
Xi’an Famous Foods is a no-frills operation. Inspired by traditional Chinese food stalls, units are small,
typically offering seating for only about a dozen patrons at communal tables or counters. However, the
concept encourages its customers to dine in; signage asks patrons to stay and enjoy the freshness of their
noodles—or at least take a bite of them from the box before leaving—instead of taking them to go and
compromising their freshness. Lines typically run out the door, but photos of each menu item hang on the
wall and are marked by numbers for quick ordering. To keep up with demand, the concept has been on an
expansion kick, opening several locations over the last year in New York City. Xi’an has additional New
York locations in the pipeline and is considering expanding into neighboring New England.
Additional Characteristics
•
•
•
•
Urban locations
Inline sites, one food-court unit
600–900 square feet
Décor may include floor-to-ceiling windows,
white-painted brick walls, exposed ductwork
and framed press articles on the concept
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• “Real-Time Store Traffic Meter” feature on
website shows how busy each location is, helps
patrons plan on best time to dine in restaurant
• Dine-in and takeaway services
• Catering available
• Cash only
12
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WHERE ARE THEY NOW?
THEN
2000
In the December 2000 issue of ConcepTrac, Technomic profiled Jollibee, one
of the leading quick-service chains in the Philippines. The concept had
recently entered the U.S. where it was looking to make waves for its menu of
Filipino-style pasta, burgers and chicken dishes—items typically not seen on
other QSR menus. At the time, all of Jollibee’s U.S. units were in California in
areas with a large Asian-American population, and the concept had plans to
continue expanding in the state.
2000 U.S. units: 5
NOW
2015
2000 U.S. sales: $3.3 million
Jollibee continued expanding not only in California, but also in other states.
The chain now has locations in Hawaii, Washington, Nevada, Texas, New York,
New Jersey and Virginia. Jollibee’s growth in the U.S. has led to its ranking of
399 on Technomic’s list of top 500 restaurant chains by U.S. sales. Although
the chain now operates in a variety of markets, and not just those with large
Asian-American populations, Jollibee’s menu has remained largely the same,
still featuring its signature Filipino-style fare. Jollibee plans to continue
increasing its presence in the U.S.—the chain said in July 2014 that it was
looking to purchase a U.S. chain to grow its market share.
2013 U.S. units: 29
2013 U.S. sales: $55.6 million
ConcepTrac™ is prepared monthly by Technomic Inc. to keep foodservice executives informed about emerging chain concepts through
constant monitoring of more than 100 publications, regular field visits, original research and data analysis. Annual subscriptions are available at
technomic.com. We welcome your comments.
Darren Tristano, Executive Vice President
Lauren Hallow, Associate Editor, Concept Analysis
Sarah Janssen, Assistant Editor
Teri Schroeder, Senior Production Manager
Claudia Martinez, Senior Production Coordinator
Technomic Inc. believes that its sources of information are reliable but does not assume any responsibility for the accuracy or comprehensiveness of the information
published. No part of this publication may be reprinted, redistributed or put into an electronic information retrieval system without prior written permission.