Tick-tock. Busy consumers flock to the wok.
Pity the harried consumers these days who seem to be so busy they barely have time for cooking, much less a night out at a fancy, white tablecloth restaurant.
But if they are time-starved, they are definitely getting their fill of noodles. Technomic found that 11 fast-casual Asian/noodle concepts it profiled in 2012 saw $2.7 billion in sales from 2,273 restaurants. The reason for this incredible growth seems to be that Asian fast-casual restaurants, like Tin Drum Asian Kitchen, give customers exactly what they want: customizable meals that take just minutes to go from wok to the table.
Tin Drum features a wok theater where customers can see their food being prepared. According to Fast Casual magazine, the magic is in the customer being able to be up close and personal right from the start.