Breakout Brands: Asian Box

Breakout Brands: Asian Box

This is part of the 2013 NRN 50 special report, "Breakout Brands." This year NRN takes a look at 50 brands that are some of today's hottest emerging concepts. Meet the concepts shaking up the restaurant marketplace.

There’s a lot of talk these days about striking a resonant chord with customers, about getting them emotionally invested in a brand.

The Vietnamese-focused Asian Box concept has done that by selling a lifestyle.

Frank Klein, the fast-casual chain’s founder, said the particular lifestyle Klein is

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