The Asian Quick-Casuals (3/4)

Experimentation versus reliability: This is a “push-pull” to which the quick-casual Asian and noodle chains have the perfect response. Menu include both mild-tasting, familiar foods- such as lo mein or freid rice dishes- and slightly more exotic fare with bolder flavor profiles. Asian chains have menus firmly rooted in traditional Chinese foods, but also offer token items from other Asian cultures, such as Japanese teriyaki, Thai curries and pad Thai, Vietnamese summer rolls, and even a smattering of dishes with Korean, Indonesian of Filipino flavor profiles. Also on the menu are Asian-American inventions such as California sushi rolls or Chinese Chicken Salad. Asian and noodle chains also solve the experimentation-versus-reliability dilemma just by being recognized, reassuring chain restaurants. Their dishes are necessarily less authentic than the specialties purveyed by small neighborhood eateries, but by the same token they are more accessible and approachable to mainstream urban and suburban audiences. As diners become familiar with outlets of these growing chains, other outlets of the same chains and even similarly positioned competitors also become familiar. Value perceived as quantity versus value perceived as quality: As quick-causal eateries, the Asian and noodle chains land right in the middle on the consumer’s value judgment meter. These restaurants are thoroughly middlebrow. They are neither cheap ( like fast-food restaurants) nor expensive ( like full-service restaurants). Their food does not represent gourmet dining, nor is it merely fuel. Noodle and rice dishes in big china bowls are justifiably perceived as large portions, but it is just as easy for diners to share meals and/or to choose “ small plates” from the appetizer or dim sum menu. Meals may be either quick or leisurely; counter lines move smoothly and takeout orders are filled efficiently, but those who choose t linger and socialize in a “ third place” are made to feel welcome. Asian and noodle chains are a good option for afternoon or evening snack occasions as well as for filling meals. Partly because it has an answer for each of these “push-pull” conundrums, the quick-casual Asian and noodle segment draws an unusually wide range of customers. These menus appeal to children and families (every chain analyzed offers a children’s menu or, in some cases, smaller portions of popular mild-tasting entrees.) But with sophisticated décor, energetic pop music playing in the playground, beer and wine sales and even separate bar areas, the chains also have strong adult appeal. As we have noted, these restaurants are equally appealing for lunch and dinner. As takeout has grown as a proportion of the dine-out dollar, Asian and noodle chains are well positioned for both takeout sales ( including larger portions for catering) and for dining in. These chains take full advantage of their wide appeal by striving to locate new outlets in sites accessible to office workers, commuters and neighborhood residents, shoppers and leisure diners catching a meal or snack before or after a movie at the nearby Cineplex. Implications for Asian Restaurants With the exception of Pho Hoa ( which is beginning to push into more mainstream markets and attract non-Asian customers), the quick-casual Asian and noodle chains examined here appeal to Middle America. The prospect of their successful capture of the dining public’s attention and dollar has implications for all restaurant competitors.