The democratization of fancy fusion foods means that these options are no longer just marketed to the fine-dining elite. The COVID-19 restaurant shutdowns lead to the mass populace discovering new exotic foods via easy ordering options through various home delivery apps. Now that the country’s restaurants are once again open for brick-and-mortar business, the reasonably-priced exotic fusion mashup brands are geared to ramp up their expansion goals. These food tenants emphasize their “American twist” on exotic plates to make the dining experience less intimidating for those customers unfamiliar with foreign flavorings, yet are still open to trying new tastes. Millennial and Gen Z consumers are especially conditioned to multicultural acceptance and are more than ready and willing to expand their taste buds to discover new flavors. Top brands primed for U.S. growth in this category include Pollo Campero, Jollibee and Curry Up Now.
The Guatemalan-based fast-casual Latin fusion chicken franchise, Pollo Campero, plans to open approximately 35 to 45 new units per year over next five years. Future growth is centered in the major metro markets of the Southeast, especially in Florida, primarily the Tampa and central Orlando regions, as well as throughout the Charlotte, Raleigh-Durham and Winston-Salem areas of North Carolina.
Markets within Georgia, Tennessee and South Carolina will also be targeted. Look for Pollo Campero to expand into select Northeast markets as well, with Philadelphia and its suburbs currently being eyed for immediate growth. The area should have a considerable Latino/multiracial population. Preferred sites are in the 2,500- to 3,500-s.f. range, with space for both a patio and a drive-thru. The chain expects to roll out its new prototype that reduces its dining room space and increases its drive-thru windows and patio seating. Sites can be freestanding or a shared pad in a neighborhood strip center, or an end cap in a mixed-use street-front space. Locations should be visible from a heavily trafficked street. Ideal co-tenants include other foreign-themed restaurant brands, as well as discount brands such as Dollar General, or dd’s DISCOUNTS, in addition to Hispanic grocer brands, including Vallarta Supermarkets. Target is also a sought after co-tenant. Pollo Campero is revered for its Guatemalan-style hormone-free chicken (prepared fried or grilled with citrus) as well as its Latin-inspired side dishes, such as guava-barbecued empanadas, plantains, yucca fries and rice mixed with corn, onions and roasted peppers. Its food offerings are appealing to its Latin base, yet approachable enough for non-Hispanic consumers.
The Philippines-based Jollibee restaurant brand expects to open around 20 units in 2021, followed by 20 to 30 new units per year over the next four years. Growth is expected throughout the states where the brand already has a presence, with a focus on primary and secondary markets in California, Florida, Arizona, New York, New Jersey, Illinois, Washington and throughout south central Texas. Beyond these markets, the brand may consider opening units in Atlanta, St. Louis, Mo., and Charlotte, N.C. Jollibee seeks space in high-traffic urban and suburban communities with a high population of Filipinos, near Asian-grocery store chains such as Seafood City Supermarket, as well as near high-traffic discount general stores, such as 99 Cents Only Stores, and other quick-services restaurants, such as Jack in the Box. The brand is popular with families and young 20-somethings alike, so close proximity to schools, community colleges and universities is also ideal. Jollibee can perform new construction for its standalone drive thrus that are in the 2,800- to 3,800-s.f. range, which also offer patio space. Jollibee also has end cap configurations for the same square footage parameters, with or without a drive thru.
Jollibee made headlines in April for its announcement that a 7,127-s.f. flagship restaurant will open by late 2021/early 2022 in New York City’s Times Square, which will incorporate two stories and should promote the brand to a wider audience. The restaurant chain, considered the “McDonald’s of the Philippines,” is not only known for its Filipino favorite, Jolly Spaghetti, which consists of a sauce made from banana ketchup with hot dog bits and ham in its meat sauce, but is also known for its Chickenjoy fried chicken, which has a broader appeal to the non-Filipino crossover market. The chain is also acquiring other notable food and beverage tenants interested in expansion into The Philippines, including The Coffee Bean & Tea Leaf.
West Coast-based Curry Up Now, the Indian street food chain, will grow via franchising, and plans to open up to 15 to 20 new units per year over the next two years. By 2023, the brand hopes to expand to 25 to 50 new units per year over the next eight to 10 years by signing up to 50 different multiunit franchisees. In addition to continued growth in Utah, California, New Jersey and Georgia, Curry Up Now also has development deals in place for growth into the new state of Indiana, especially in the greater Indianapolis area’s suburbs and in the college towns of South Bend and West Lafayette. Texas also expects to see new units in both Dallas/Fort Worth and Austin, and Colorado is on the horizon for new units by late 2021/early 2022.
Curry Up Now seeks space in the 1,300- to 3,300-s.f. range, inline or end cap, in downtown street-front mixed-use spaces and outdoor mall food courts. Its clientele is the 20- to 30-something health-minded urban or suburbanite, and space should ideally be in a destination with a late night traffic element, as Curry Up Now can sell alcohol. The brand also appeals to health-conscious individuals, as its menu includes bowls that offer paleo, vegan and keto options. Co-tenants should include other popular ethnic food-fusion restaurants, such as P.F. Chang’s. Curry Up Now is especially known for making their Indian fare approachable with its fusion concepts, such as its flatbread with potatoes and a choice of protein being referred to as “quesadillix” or its fried cheese pasta with a tikka masala dip known as “holy moly fried ravioli.
