Healthful Foods Taste No Good? Try It at Chin's Asia Fresh! (1/2)

The sixth Chin's Asia Fresh restaurant opened last September in Minnetonka, Minnesota. It is owned by Leeann Chin, Inc., one of the nation's largest Asian restaurant companies. Though may not be the fastest-growing player in the hot Asian fast-casual niche, Chin’s Asia Fresh is thought to be a solid long-term contender by food insiders. The fresh wok'd-to-order format and unique flavor combinations, like Pesto Potstickers and Thai Basil Chicken Salad, already have received "Best Asian" food recognition in Madison, Wisconsin. Chin’s Asia Fresh, a new pan-Asian restaurant concept is satisfying demand for superior freshness and colorful flavor in quick-casual dining. It appeals to a wide range of customers. It's a place where you can read the newspaper over lunch, meet friends for dinner, or get great takeout -always while enjoying the freshest foods and flavors. “Chin's offers the freshness of individually wok'd orders and the added service element of bringing the food to your table," said Steve Finn, CEO of Leeann Chin, Inc. Broad Customer Base Chin's Asia Fresh is finding faithful fans among baby boomers and their adult children. They are sophisticated but pressed for time. “This is an alternative to fast food and casual dining. You can do it quickly or leisurely." While consumers always will need quick options for meals on the go, they also are looking for fresher and more sophisticated food options in approachable, artful formats. "Chin's Asia Fresh gives our guests another way to incorporate Asian cuisine - with its unique flavors and health benefits -into their busy lifestyles," said Greg Creighton, president of Leeann Chin, Inc. Just Asian Enough One of Chin's tag lines is "Just Asian enough," While the roots of the concept are Cantonese, the menu reflects influences from other regions of China, Japan, Thailand and Vietnam. A few Italian staples also sneak into the mix. All of the food is trans-fat-free and MSG-free, with the goal to provide the more healthful menu. The restaurant allows patrons to custom-order their stir-fry selections. Guests may compose their own stir-fries by choosing a protein, a vegetable mixture and steamed white or brown rice. Doing so has helped to develop a loyal customer base. Chin's Fresh Asia also offers several gluten-free menu choices aimed at customers who are allergic glutens in wheat and other grains. Those stir-fries usually contain rice noodles and gluten-free sauces. The company also is starting to look at gluten-free soy sauce. It's rare to have trans-fat-free, high nutrient food that tastes good. That happens at Chin’s Asia Fresh. Accomodating Both Traditional & Contemporary Menu Options Guests at Chin's Fresh Asia will experience a menu that includes traditional and contemporary options -all using quality cuts of white meat chicken, beef and shrimp, and snappy pieces of vegetables like carrots, broccoli, and pea pods. In addition to traditional fare like stir fries, Manager of Food Development Jason Erickson has developed contemporary options, adding non-Asian ingredients like Pesto, Basil, and Parmesan Cheese to the Chin's wok. An example of this fresh approach to Asian cuisine is the Adobo Noodle Bowl, which uses sun-dried tomatoes, chipotle peppers, and fresh tomatoes tossed with wide Asian rice noodles. The Pesto Potstickers combine delicate chicken and vegetable dumplings with a drizzling of Pesto and Peking Sauce. Entrees range in price from $5 to $8; salads range from $4.75 to $6.50; and kids meals are $3.95. The Chin's beverage line-up reinforces the brand's commitment to fresh ingredients and fresh ideas. Chin's features Sofia, a Sparking Chardonnay in a can from the Francis Ford Coppola winery, and Firefly organic fruit juices with herb infusions from Great Britain. Also on the menu: Japanese bottled beer, carbonated green tea sodas, and a variety of brewed teas. Contemporary Décor