For those of you in or around the San Francisco area, or thinking of traveling there, you might want to read the following press release and check out Asian Box. I’ve never been there (never even been to San Francisco), but I would love to hear your thoughts about the place!
First Completely Gluten-Free Dining Destination of its Kind Announces Outposts in
Mountain View and Burlingame, California
San Francisco, CA (July 12, 2012) – Asian Box announces plans for two additional locations in the Bay Area, debuting in Mountain View this fall and Burlingame in early 2013. The fast-casual restaurant opened in spring 2012, bringing an authentic and fresh approach to the Asian street stall experience to Palo Alto’s Town & Country Village. Under the direction of Executive Chef Grace Nguyen – formerly of Charles Phan’s acclaimed Slanted Door and Out The Door – Asian Box showcases traditional cooking methods and recipes made with fresh and local ingredients. Even more unique to the concept is that it is the first completely gluten-free eatery of its kind, setting a new bar within the quickly growing fast-casual category of restaurants.
“We received a tremendous response with the opening of the first Asian Box,” says Founder Frank Klein, Founder and CEO of Asian Box and President of FK RESTAURANTS & HOSPITALITY. “We not only struck a chord with guests looking for tasty, yet healthy Asian cuisine but also within the gluten-free market. We’re pleased to see other restaurants like ShopHouse following us into the gluten-free category. It is not a trend, but rather a necessity for many and with Asian Box, we’ve created a lifestyle brand. It’s truly rewarding to create an environment where those living with gluten intolerance or Celiac disease can dine out.”
Asian Box’s approach is summed up in its playful tagline: “What’s in Your Box?” which refers to the importance of knowing not only where the food comes from, but how it’s prepared. Like a true Asian street stall, Asian Box offers fresh food prepared daily – something not always available in the fast-casual market. Asian Box is also committed to responsible environmental practices, using sustainably raised meats and produce, compostable packaging, and energy efficient practices.
Asian Box’s exciting menu offers a variety of authentic options highlighting items guests might find at a street cart, while simplifying the ordering process and drawing from Nguyen’s Vietnamese heritage. With menu items starting at $7.25, Asian Box allows guests to create their own “boxes” by selecting from a number of ingredients. Diners are invited to choose from Asian Vegetable Salad, Chilled Rice Noodles, Brown Rice or White Rice and add main events such as Lemongrass Marinated Pork, Garlic and Soy Glazed Beef, and Coconut Curry Tofu, for example. A selection of wok steamed or wok spiced vegetables, crispy shallots, fresh jalapeno, caramel eggs, and more than a dozen additional toppers allow guests to create a box based on their preferences and experience a different combination every time they visit. Housemade sauces include Miss Jones’ Sriracha, Asian Box Tamarind Vinaigrette, and Asian Street Dust™ ($.25), a top secret blend of exotic herbs and spices. The crown jewel of housemade sauces for Asian Box is the HotBoxIt™ sauce ($.50), made from California-grown Asian peppers.
For guests who want to expand on the traditional boxes, specialty sides include the Shrimp or Tofu Spring Rolls with a tamarind or peanut dipping sauce ($3.50), glass noodle salad ($3.95), and Jungle Jerky ($2.75). Asian Box also offers a selection of housemade artisanal beverages such as Lemon Lime Marmalade, VC Iced Tea, and Vietnamese Iced Coffee ($2.95).
Asian Box in Mountain View is slated for fall at 142 Castro Street and Asian Box in Burlingame will open in early 2013 at 305 Primrose Road. Asian Box plans to have five locations in the Bay Area by mid-2013 and is currently exploring sites in Corte Madera and Willow Glen.
About Asian Box:
A fast-casual dining destination, Asian Box features authentic Asian street food created with sustainable and local ingredients using traditional methods and recipes under the direction of Executive Chef Grace Nguyen. The first location debuted in the heart of Silicon Valley in Palo Alto, CA, at 855 El Camino Real, #21, in Town & Country Village. Asian Box is open daily for lunch and dinner starting at 11:00 a.m., and offers extensive catering services for private and corporate events. For more information, please visit www.asianboxpaloalto.com or call 650.391.9305.
About FK Restaurants & Hospitality:
Founded by Frank Klein, FK Restaurants & Hospitality is a full-service consultancy specializing in the restaurant, food-service, and hospitality industries. Klein has worked with clients as diverse as Stanford University, The District of Columbia Public Schools, concessionaires in National Park Service properties, as well as with many fast-casual and fine dining entrepreneurs from around the globe. In addition to opening Asian Box, which has plans for expansion in 2012 and 2013, FK Restaurants & Hospitality is developing a specialty foods division meant to showcase some of the excellent hand-crafted products made by Bay Area chefs. For more information, please visit www.fkrestaurants.com.
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