Friday, March 23, 2012 at 8 a.m.
Though I'm not a fan of the changes Yoshinoya has made with its chicken bowls (read my post on that subject here), I'm still kind of curious on what they're tinkering with in Fullerton.
The century-old Japanese company is trying out a new concept near CSUF where it is converting a standard model Yoshinoya at 450 N. State College and tricking it out into something called Asiana Grill Yoshinoya.
Methinks it sounds like a Asian version of Chipotle (perhaps a preemptive strike before Chipotle's own Asian concept ShopHouse expands out of D.C. and starts trouble). Read the press release for yourself and see if you don't get the same vibe
Here's how it describes the new idea:
The Asiana Grill Yoshinoya create-your-own menu concept is a departure from the meal-in-a-bowl service for which Yoshinoya is famous. The exhibition style open kitchen allows customers to watch Asian dishes cooked fast and fresh before their eyes. Depending on the protein choice selected by the customer, dishes are prepared either teppanyaki style or yakitori style. Customers can also choose their meal to be served on a plate, as a soup, a salad, or on a bun. The rich, distinct flavor of each dish, which customers will savor in every bite, comes from the unique Asian sauces Yoshinoya has created exclusively for Asiana Grill Yoshinoya. A Yoshinoya customer favorite, the signature Beef Bowl®, will be also be joining the Asiana Grill, Yoshinoya menu. Cooked fresh on the grill, Asiana Grill Yoshinoya's dishes are nutritious, healthy, and low in fat.
It's slated for a May opening and the chain is reportedly confident in its success it says it'll be available for franchising.
You could say that it's counting its chicken bowls before they hatch.
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