Sizzling Growth: Asian Fast Casual Revolution Reshapes the Restaurant Landscape
Korean fried chicken is no longer a niche cuisine confined to culturally diverse metropolitan areas. Bonchon CEO Suzie Tsai joined Fast Casual Nation host Cherryh Cansler to discuss how the Korean-founded brand is successfully expanding into Middle America, recently opening its 150th U.S. location with plans to reach 500 domestic units. "Markets like Arkansas and Huntsville are doing amazing for us," Tsai explained, noting that Gen Z consumers are driving demand for bold, Asian flavors even in traditionally less diverse culinary markets. The brand's strategic focus on university towns and college markets has proven particularly successful, tapping into younger demographics' appetite for authentic Korean cuisine.
Technology integration has become a cornerstone of Bonchon's growth strategy, with kiosks now standard in most new locations. Tsai reported that kiosk orders generate higher average checks while freeing up staff to focus on hospitality and food preparation rather than order-taking. "Gen Z customers find the kiosk experience intuitive—it feels like a mobile experience to them," she noted. The brand has also upgraded its entire tech stack, partnering with proven platforms like Olo for online ordering rather than experimenting with unproven solutions. This "pay for what you get" approach reflects Tsai's experience-driven philosophy of working with established technology partners.
The catering segment represents a significant growth opportunity, with Bonchon's Korean offerings providing a fresh alternative to the typical office lunch rotation of sandwiches and pizza. Through partnerships with EasyCater and dedicated B2B sales teams, the brand is educating corporate customers on how Korean fried chicken and accompanying dishes like fried rice and japchae can serve large groups. "When offices see Korean fried chicken instead of the usual options, it's such a delight for them," Tsai observed, highlighting how the brand's unique positioning creates memorable catering experiences.
Flexibility in restaurant formats has enabled Bonchon to adapt to different market conditions and real estate opportunities. The brand operates everything from 1,800-square-foot fast-casual locations to full-service restaurants with bars, plus ghost kitchens and delivery-focused counter service models. While newer locations typically don't include full bars due to space constraints, Tsai emphasized the importance of alcohol service where possible, particularly beer and soju, which complement Korean cuisine and drive weekend occasions. Some locations, like the Navy Yard spot in Washington D.C., feature full bars that capitalize on the social dining aspect of Korean food culture.
Menu innovation remains authentic to Korean flavors while expanding accessibility for American palates. Chef Jay Park, who relocated from Korea to Dallas to focus on U.S. market development, recently launched the "bulgogi platform" featuring various preparations of the popular Korean dish. Importantly, Tsai stressed that recipes aren't watered down for American tastes: "If you're going to call something spicy, let's commit to being spicy." The brand's Korean-American identity, rooted in its New York origins, allows for some fusion elements while maintaining authentic core flavors that differentiate it from competitors.
As a female CEO in the fast-casual space, Tsai advocates for continued support among women leaders in the restaurant industry. She credits mentors like industry veteran Karen Stutts and emphasizes the importance of women supporting each other professionally. "We're letting ourselves be vulnerable and intentionally connecting with one another," she explained, noting how this collaborative approach is helping more women advance to C-suite positions. Tsai's leadership philosophy embraces authenticity, including being open about balancing motherhood with executive responsibilities—a stance that reflects the evolving culture of restaurant leadership.
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