GlobeSt.com: What do you look for in a location?

Klein: We have our top 10 needs in a space so we comb through that with each location, then it becomes a horse trade to pick and choose order of priority and preference if a space can't hit all 10. Density and foot traffic, and not too much like competition, but rather complementary lifestyle or healthier fast casuals, are good metrics for us. Also now trending in looking at spots is delivery potential, catering potential, and trying to achieve that magical fast casual 50/50% balance of lunch and dinner business.

Each new location has an organic style and ambiance, boasting repurposed materials in darker hues juxtaposed with pops of color to reflect the vibrancy and freshness of the food. Asian Box is working with Burlingame-based artists B+N Industries for the design. To transform the new and existing Asian Box locations, it partnered with San Francisco-based CSS Architecture.

“Our partnership with CSS allows us to conceive immersive, nuanced environments that match the sophistication and creativity of our food,” says Klein. “We're taking a curated approach to art and design to represent the evolving Asian Box brand, and the diverse communities it serves.”

Culinary director Chad Newton and executive chef Grace Nguyen roll out exciting new menu offerings at each location. In support of the concept re-imagination, the new menu includes additional chef-curated boxes such as the catfish box with sustainably farmed Passmore Ranch California fish with caramel sauce in addition to the base menu of build-your-own boxes options.

As more brands enter the segment, fast-casual restaurants will have to adapt in order to continue growth, as previously reported.

SAN FRANCISCO—Asian Box has plans for rapid West Coast expansion along with the close of Series D funding from investors at undisclosed valuation and terms. Established in 2012, the casual Asian street-stall eatery has five existing locations in the Bay Area and Southern California.

Under the direction of CEO and founder Frank Klein, several new Asian Box projects are underway in Northern and Southern California. Kicking off the expansion, the Irvine, CA location opened in November 2016. The next Asian Box debuts at 1401 Burlingame Ave. this month, followed by one in San Jose's Brokaw Plaza (1078 E. Brokaw Rd.), in San Francisco's Marina District (2031 Chestnut St.) next month, and two additional San Jose locations launching in 2017. Klein recently discussed the sustainable food concept and future locations with GlobeSt.com.

GlobeSt.com: How far are we into the farm to table concept?

Frank Klein: I think in many ways it has been happening for years, so it is way past the fad stage. It's getting started the best way in new restaurants that are opening with this type of sensibility from day one. Locally sourced, investment in your communities and getting good food to your customers quickly is the backbone of the farm to table concept, or in our case, farm to box. So it's here to stay.

GlobeSt.com: What do you look for in a location?

Klein: We have our top 10 needs in a space so we comb through that with each location, then it becomes a horse trade to pick and choose order of priority and preference if a space can't hit all 10. Density and foot traffic, and not too much like competition, but rather complementary lifestyle or healthier fast casuals, are good metrics for us. Also now trending in looking at spots is delivery potential, catering potential, and trying to achieve that magical fast casual 50/50% balance of lunch and dinner business.

Each new location has an organic style and ambiance, boasting repurposed materials in darker hues juxtaposed with pops of color to reflect the vibrancy and freshness of the food. Asian Box is working with Burlingame-based artists B+N Industries for the design. To transform the new and existing Asian Box locations, it partnered with San Francisco-based CSS Architecture.

“Our partnership with CSS allows us to conceive immersive, nuanced environments that match the sophistication and creativity of our food,” says Klein. “We're taking a curated approach to art and design to represent the evolving Asian Box brand, and the diverse communities it serves.”

Culinary director Chad Newton and executive chef Grace Nguyen roll out exciting new menu offerings at each location. In support of the concept re-imagination, the new menu includes additional chef-curated boxes such as the catfish box with sustainably farmed Passmore Ranch California fish with caramel sauce in addition to the base menu of build-your-own boxes options.

As more brands enter the segment, fast-casual restaurants will have to adapt in order to continue growth, as previously reported.