News

Fast casual Asian brand taps marketing agency to help expand

July 6, 2013

Wok Chi USA, LLC is bringing Chinese stir-fry cuisine to Hillsborough County. With the first unit open in mid-May at the Regency Center on SR 60 in Brandon, Fla.,  the company selected Dunn&Co to help drive awareness of its new fast casual dining concept as part of its brand expansion in the Florida market, according to a company press release. 

Dunn&Co will lend its experience working with larger restaurant chains to help launch the new brand. The agency will develop and execute a marketing plan designed to introduce the Wok Chi concept and educate consumers on the brand's unique selling points, such as MSG-free fresh ingredients, stir-fry cooked to order by "wok masters," an open kitchen and complimentary hot green tea, said Kanak Bal, vice president of business development for Wok Chi USA LLC.

"We decided to launch Wok Chi because we realized there is a space in the market for fresh casual Chinese," Bal said. "Most people think of Chinese as fried, greasy take out that's full of MSG and we plan to change that. We're excited to have Dunn&Co. on board because of their restaurant expertise and creative thinking, and we look forward to collaborating with them on this exciting venture."

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