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Made-to-order Asian food no longer is found just in America's Chinatowns as a growing number of fast-casual chains expand into mainstream neighborhoods nationwide.
Several major restaurant companies, including Carlson Restaurants Worldwide, RE Chang's China Bistro and Yum! Brands, already have added Asian fast-casual chains to their portfolios in competition with such smaller chain operators as Leeann Chin of Minneapolis and Doc Chey's Noodle House in Atlanta.
Topically, those chains cook food to order in exhibition kitchens in high-temperature woks,which heat to between 400 and 700 degrees, and serve it within 10 minutes to the seated guest, who has ordered and paid at the counter. Washable tableware, stainless-steel flatware and disposable wooden chopsticks lend a dinnerhouse feel to the operations, and restaurant staffers take care of busing the tables.
Checks generally average between $8 and $12, and wine and beer are often available and sometimes so is sake. At several of the concepts, takeout orders are made at separate stations, often inside entrances that are dedicated to a carry-out clientele. Takeout accounts for 30 percent to 60 percent of total sales in most concepts.
Takeout containers primarily are microwavable, rather than the old-fashioned, Chinese-style white paper box with a wire handle.
Annual sales per typical Asian fast-casual restaurant are averaging between $1.1 million and $1.8 million.
The number of meals served in all types of Asian restaurants grew from 6.1 percent of total restaurant meals in 1997 to 7.6 percent in 2002, according to NPDFoodworld research.
Panda Express, whose more than 500 outlets make it the largest Chinese quick-service chain in the United States, has been instrumental in introducing many Americans, who may be intimidated by mom-and-pop Asian restaurants, to authentic, stir-fried Chinese food. While most Panda Express customers are served from pick-and-- choose steam-table...