Chin's Asia Fresh: exotic flavors and nutritional dishes help pan-Asian concept reach a wider audience

Nation's Restaurant News, Jan 31, 2005 by Carolyn Walkup

Chin's Asia Fresh may not be the fastest-growing player in the hot Asian fast-casual niche, but its creators are positioning it be a solid, long-term contender.

The contemporary pan-Asian concept, which parent company Leeann Chin Inc. of Bloomington, Minn., debuted a little more than two years ago, has opened six company-owned units in Minnesota and Wisconsin. Growth in the near-term will continue to focus on the area surrounding the company's headquarters.

"We will build out the Minneapolis market, and then we will grow quicker," says Steve Finn, chairman and chief executive.

Finn expects the chain will total 40 or 50 units within the next four years and gradually will expand outward from its home base, especially to the east. "We like being company-owned," he says. "It creates slower growth initially, but it gives you more control."

Noting that there are many "different roads to success," Finn adds: "We felt this was the one for us. Investors have offered to put more in to grow faster, but we're comfortable with opening five or six a year."

For the time being, the primary growth concept for the 24-year-old company is the 28-unit, quick-service Leeann Chin chain. Leeann Chin operates 20 units in upscale grocery chains in Minnesota and Wisconsin and two upscale buffet restaurants featuring Cantonese and Szechuan dishes and contemporary decor accented with a unique collection of valuable Chinese artifacts.

Founder Leeann Chin, who began her culinary career by teaching Chinese cooking classes to newfound friends after raising five children in her adopted country in the Twin Cities, retired three years ago. Her name first became known in 1980 when General Mills published "Betty Crocker's Chinese cookbook, Recipes by Leeann Chin." She opened her first Chinese buffet restaurant that same year.

Four years later she debuted her first carryout unit in Dayton's Department Store in Minneapolis. In 1985 she sold her growing restaurant company to General Mills. However, not satisfied with its unsuccessful attempts to grow the company, she bought back the concept three years later and began to spearhead her own growth campaign.

The company's longevity bodes well for the future of Chin's Asia Fresh, according to Rita Negrete, senior editor of Technomic Inc., a Chicago-based foodservice consultancy. "The backing of an experienced player in the industry gives it a step up," she says.

"It's a safe exploration of foods that many may not be familiar with," Negrete points out. "It's not in Chinatown; it's in your neighborhood and more accessible to mainstream suburban audiences. It appeals to a wide range of customers."

She further states that being pan-Asian instead of just Chinese is also an advantage. "It's a big step up from steam-table Chinese and more in line with what the consumer wants now."

Chin's is part of the Asian/noodle quick-casual "cluster" that a new Technomic study concludes has clear prospects for strong future growth. The study identifies Pei Wei Asian Diner, Pick Up Stix, Doc Chey's Noodle House, Mama Fu's Asian House, Pho Hoa, Cafe Chin Chin, Noodles & Company, Nothing But Noodles and Wild Noodles as leading contenders.

One of Chin's tag lines is "Just Asian enough," which gives it the flexibility that has been Leeann Chin's hallmark of success in its hometowns of Minneapolis/St. Paul, where the majority of customers have a Northern European heritage. Allowing patrons to custom-order their stir-fry selections also has helped the brands develop a loyal customer base.

Chin's Asia Fresh is finding faithful fans among baby boomers and their adult children, Finn says. "They are sophisticated but pressed for time. This is an alternative to fast food and fine and casual dining. You can do it quickly or leisurely."

The average ticket time is five minutes to seven minutes, says Jason Erickson, manager of food development. About 60 percent of business is generated during the lunch daypart, with the remainder at dinner. Takeout accounts for about 35 percent of all sales.

Decor is contemporary and avoids the stereotypical Chinese look of the immigrant mom-and-pop restaurants of old, Finn says. Understated accents in the spacious dining rooms include bamboo trim, framed Chinese characters on the walls and containers of chopsticks on the tables.

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.

"We try to push the more healthful menu," Erickson says, explaining that all of the food is trans-fat- and MSG-free. "We wanted to make healthful stir-fries with flavor."

Entrees include sesame chicken with sesame sauce, green onions and rice noodles; Pad Thai noodles with onions, carrots, egg and cabbage topped with peanuts, sprouts and green onions; and Chinese chicken salad with rice noodles and vegetables tossed with a sweet Asian dressing.

Guests may compose their own stir-fries by choosing a protein, a vegetable mixture and steamed white or brown rice. The menu also contains soups and appetizers, including the longtime Leeann Chin signature cream-cheese puffs.